Online reviews play a big role in the way people shop, from consumer electronics to clothes. Research has shown that about 75% of online shoppers say they trust online reviews as much as they trust customer service representatives. The biggest online shop in the world, Amazon uses them every day. For every grocery delivery made by Whole Foods on Prime Now or Prime Pantry, Amazon says it takes four customer service phone calls away through a review mechanism. Today over 2 million people have written a review on Amazon and many more read what others have to say before making a purchase decision. Reviews are just one of the ways we get feedback from our customers and this information helps us identify trends and insights that inform how we work harder for our customers."