When you spend a lot of time on the river you get used to how some writers try to game the system. Those of us who enjoy writing reviews of books, CDs and movies are able to separate the wheat from the chaff and I suspect most of Auntie Ammie's customers are able to as well.
When an unknown book by an unknown writer turns up with a gang of five star reviews, it is suspect. However, Amazon's ranking system and profile page can quickly expose the blarney. If Betty Smith loves THE WILD ROSE to death, couldn't put it down, was up all night. Well, if it's her only review, she's got no avatar, has two or three lists with THE WILD ROSE in the number one spot. Sock puppet all the way, that's what I say.
Amazon now requires their customers to purchase something from the site with a valid credit card before they can review or make lists and that has cut down a lot of the crap.
That being said, there are a lot of good small press and self-published books out there and not all of those writers resort to these tactics. I get a my fair share of e-mail from writers wanting me to review their darlings (it's how I met my best friend in fact) and I help them out whenever I can. I'm a girl who does not believe in negative reviews on Amazon. I tell new writers this up front.
"Send me your book," I say, "and if I like it, I'll give it a good review, four or five stars. If I don't like it, I won't review it."
A few writers have asked me why I didn't like their books enough to post a review and I'm always polite. I tell them I'm not a critic, not qualified. I tell them their book just didn't float my boat, but others may like it. It's not my place to step on anybody's ego. I enjoy reviewing, but not hurting. There are enough people out there who are more than eager to slam a book. However, I won't say something is better than I think it is.
The first time I got a request to review a writer's book I was flattered. Now I'm used to it. I think Amazon reviewers are getting these requests more and more often, because writers are learning if they're not Harlan Coben, Alice Hoffman or Stephen King, traditional reviewers are going to put their book on that someday to be read file, you know that stack of books you never really get to, but wish you could.
My two cents,
Stephanie