Readers browsing Amazon’s online book store (the Kindle store) for their next read will make their purchasing decisions based on several factors. The cover has 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 interesting 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.