Readers browsing the Kindle Store for their next read make decisions based on a variety of factors. The cover needs to be attractive. The book description should be compelling. And then there are reader reviews. A book with seven reviews is likely going to be perceived as less attractive than a book with seven HUNDRED reviews. The latter will be perceived as one where readers are heading in droves in pursuit of a great and wonderful story, whereas the former–the book with seven reviews–will be perceived as one read only by the author’s mother and a handful of friends.