Since the initial release of the helpfulness question, Amazon’s team has played with many variations, some of which have become mainstays of the design. One of the first enhancements was to use Ajax instead of a page refresh when the user pressed the Yes or No button. This simple change of removing the page refresh dramatically increased the likelihood a user would vote on more reviews. To make more room on the product page, Amazon reduced the number of reviews they initially display. Now, when they have helpful reviews, they appear separate from the rest. On the most popular products, only the most helpful reviews show up.

the magic behind amazon the reviews of reviews brought in an additional 2.7b of revenue.

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