Amazon

There is no doubt that online shopping is big business. Amazon, the world’s biggest retailer, had a net sales figure of over $61 billion in 2012. The retail giant, which was founded by Jeff Bezos in 1994, started off as an online bookshop. Then it widened its product range to CDs, DVDs, software and other electronics. Nowadays, it sells everything from food and cosmetics to jewellery, toys and kitchen appliances.

            However, shopping online can be a problematic experience for customers. Not being able to touch the product or at least see it properly is a big disadvantage. It is often difficult to know what a product is really like until it lands on your doorstep. And then what if you don’t like it? Of course, you can send it back, but many potential customers see that as a risk.

            That’s why Amazon’s customer reviews are so important. Reviews are written by customers who have already bought and tried out the product. They are often considered more reliable than the information that you get from the manufacturer of the product because, it is claimed, the reviews are written by real people. These people take the time to praise – or warn other customers about – a product that they have spent their hard-earned money on.

            However, a recent report on National Public Radio (NPR) in the USA has revealed that the most frequent reviewers on Amazon aren’t really customers like you and me. They are people who have been sent thousands of dollars’ worth of products by manufacturers every week to use and write about on the website. Amazon has setup a system whereby top reviewers are invited to review the products that are sold on the site. Each week, they are sent a list of products available for review. The number of products is limited so you have to choose quickly if you want to get the more interesting items. Otherwise you could end up reviewing a roll of adhesive tape. Once the reviewers have chosen what they what to review, the products are sent to them by courier for free.

            These reviewers are obliged to review the products within thirty days and they are not subsequently allowed  to sell or give them away. What’s more, Amazon can ask reviewers to return the products at any time, although this has never happened. Nevertheless, before you dismiss the system as somehow dishonest or misleading, you must remember that Amazon are very clear about another requirement of their top reviewers – they insist on honest reviews that will help customers make better choices. The bottom line is better choices make happier customers.

Question 1: [2,5 POINTS] Indicate whether the following statements are true or false and write down which part of the text justifies your answer.

      

       a) When Amazon was first set up, it sold books, DDs, DVDs , software and other electronics.

       b) Customers don’t mind buying online, since they can return the products they don’t like.

       c) Customers reviews are written by people who work for the manufacturers.

       d) Reviewers have a limited time to review the product.

       e) Amazon wants reviewers to tell the truth about the products they write about.

Question 2: [1,5 POINTS] Find words or phrases in the text that correspond to the words and definitions given.

      

       a) number (p. 1)

       b) test, examine (p. 3)

       c) trustworthy (p. 3)

       d) found, create (p. 4)

       e) reject (p. 5)

Question 3: [2 POINTS] Choose the most suitable answer (a, b or c) according to the text.

1. National Public Radio

      a) found out that Amazon reviewers don’t really exist.

      b) found out that top reviewers were not really normal customers.

      c) have worked as reviewers for Amazon.

2. Why do the reviewers have to choose products quickly?

      a) Because the choice of products is small and not all the products are interesting.

      b) Because Amazon sends out a list of products every week.

      c) Because most of the products are boring.

3. Reviewers

      a) can sell or give away the products.

      b) can always keep the products.

      c) have to send the product back to Amazon if asked.

4. Amazon’s customer reviews are good for business because they

      a) are never misleading.

      b) help customers to choose.

      c) make customers happy.

Question 4: [4 POINTS] Write a short essay (about 120-150 words) on the following topic:

Advantages and disadvantages of buying online.

KEY

Question 1: [2,5 POINTS] Indicate whether the following statements are true or false and write down which part of the text justifies your answer.

      

       a) False. started off as an online bookshop

b) False. Of course, you can send it back, but many potential customers see that as a risk.

c) False. Reviews are written by customers who have already bought and tried out the product

       d)True. These reviewers are obliged to review the products within thirty days

       e) True. they insist on honest reviews

Question 2: [1,5 POINTS] Find words or phrases in the text that correspond to the words and definitions given.

      

       a) figure

       b) try out / tried out / have tried out

       c) reliable

       d) set up / has set up

       e) dismiss

Question 3: [2 POINTS] Choose the most suitable answer (a, b or c) according to the text.

1.   b) found out that top reviewers were not really normal customers.

2.   a) Because the choice of products is small and not all the products are interesting.

3.   c) have to send the product back to Amazon if asked.

4.   b) help customers to choose.