I buy books (both paperback and e-book) at Amazon and rent movies from Redbox. As an author, reader, and movie watcher, I find the comparison interesting.
When I pull up Amazon’s home page, I see a customized list of thumbnail images of books. Every book has the average star rating beneath it. However, when I pull up Redbox’s home page, I see just the thumbnail images of the movies – no average star rating. Also, when I shop for movies at a physical Redbox, I don’t see the reviews at all.
The strategy is a little different. Amazon wants you to see the perceived popularity with other customers before you click on a book that looks interesting, while Redbox wants you to decide which movie looks interesting before seeing what other customers think.
At a physical Redbox, they evidently don’t want you to be influenced by reviews at all. Perhaps including highly visible reviews on the machine would slow down the process. Have you ever stood in line just to return your movie, but had to wait twenty minutes for someone who was shopping? If so, just imagine how long the wait would be if customers could read through hundreds of reviews there.
I like how – online – Redbox wants you to first select a movie of interest, and then check out the reviews. I prefer this to Amazon’s method of showing you the average star rating first. I kind of feel that I’m being told what to read: Buy what’s most popular… what everyone else has… we know what’s best for you…
Things become more interesting when you check out the reviews themselves. Movies tend to have very many reviews, and the critics can be harsh. It’s tough to find any movies – even with popular actors and actresses – that have very high average star ratings at Redbox. Sometimes a pretty good movie has an average star rating of around three.
The average review rating can actually be less than one star. Fortunately, the minimum customer review at Amazon is one star. I once clicked on movie that had a really cool cover and looked professional, but had a point-something star rating with over a hundred reviews. What? How could it be that nobody liked the movie?
Authors can gain a different perspective on customer book reviews by checking out some of the Redbox movie reviews. I’m glad I haven’t produced any movies.
Yet even if the movie has many of bad reviews and hardly any good ones, it still has numerous reviews. That is, many people watched it regardless of all those lousy reviews. If a book has many more bad reviews than good ones, customers probably won’t buy it. Its sales rank will plummet.
Ah, there’s another point. Amazon tells you the sales rank. So if a book that was selling regularly suddenly has a dry spell, the sales rank climbs up to a million and shoppers think, “That book must not be good.” If the book is lucky enough to get a sale, the sales rank improves to the hundred thousands, and sometimes that one sale triggers a couple of more sales. If the sales rank climbs to the low thousands, customers perceive it as popular. If it gets on the bestseller list, it must really be good, right? That’s the perception.
Redbox doesn’t tell customers the ‘rental rank.’ Redbox doesn’t tell you which movies are more or less popular. I like that it’s not a popularity contest. It’s just about what interests you.
At Redbox, you sort movies by release date or alphabetically. The order of search results is a little more… interesting.
Of course, Amazon has tens of millions of books to choose from, whereas Redbox can only fit so many recent movies in the machine (Netflix doesn’t have that limitation). A movie is also over in a couple of hours, while you may spend weeks reading a book.
I realize I’m comparing apples to oranges. Actually, the supermarket sells apples pretty much the same way they sell oranges. The difference between book sales and movie rentals is fairly significant.
Chris McMullen, self-published author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers, Vol. 1 (formatting/publishing) and Vol. 2 (packaging/marketing)