Jim Lipsey

I’m a big fan of Amazon.com, having been a customer since Jeff Bezos sold books out of his closet¹. They pioneered a lot in the early days of online commerce, including publishing customer reviews of individual products. The availability of unflinching feedback for every item Amazon sells proved to add more value to their business than sales lost to the exposure of a few lemons among their offerings. It was revolutionary at the time, and brick and mortar stores are still trying to catch up.

But what happens when Amazon expands this system to include a new product category composed almost exclusively of commodity products like groceries? The answer appears to be 546 reviews of a one gallon jug of milk.

All of them hilarious.

1. okay, not really, but almost that long ↩