Experts are hailing Amazon's decision to acquire social reading website Goodreads as a brilliant move that will steer traffic — and sales — to Amazon, which started as an online bookstore and grew to become the world's largest online retailer.
The deal, which was announced Thursday and will be finalized in a few weeks, marks a move to integrate social media with the books found on Amazon's Kindle e-reader.
"Amazon has an incredible recommendations feature, but by tying in who your friends are and what they're buying, all of a sudden you'll see recommendations for those books," said Todd Van Hoosear, owner of Fresh Ground, a Cambridge social-media consulting group.
And the average person is more likely to buy a book that a friend has recommended than one a stranger has, said David Gerzof Richard, a professor of social media marketing at Emerson College.
In addition to reader reviews, other features found on Goodreads' website, including online book clubs and the ability to share passages, may also eventually be available to Kindle users.
Gerzof Richard said he wouldn't be surprised if Amazon expanded into other consumer sharing platforms such as gdgt, which has reviews of electronic goods.
"Amazon knows how powerful experienced-consumer reviews are for converting to sales," he said.
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