Amazon ropes in mums to rank holiday toys
Their hot picks' list is popular with peers and is used to push products during the season
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AMAZON.COM chief executive officer Jeff Bezos has a knack for harnessing product reviews to get customers to buy online. His latest move: Web-savvy mums whose opinions are coveted by peers who want to know what's hot this holiday season.
Lisa Diaz unknowingly became part of that marketing push last month after posting a comment on how much her son would like a train set shown on an Amazon social-media page. The company took her feedback - along with that from 400,000 other mums who post on one of the company's Facebook pages - and distilled it into a "Mom Picks 2014" list of 50 top toys and games for the end-of-year period. Amazon is now prominently displaying the list, which features a web-slinging Spider-Man and a Frozen ice-skating Elsa doll, on the toy guide section of its website.
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