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The Ratings Game

Many sites allow visitors to review and rate the products they're selling. Should you follow suit?

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This story appears in the August 2003 issue of Entrepreneur. Subscribe »

Offering unique content on your Web site has always been one way to interest site visitors. Now some e-commerce entrepreneurs are latching on to a concept long practiced by giants like Amazon.com and Drugstore.com: posting uncensored reviews and ratings of the products you sell on your site. The hope is that providing this value-added service will build a sense of community.

But some experts are wary of the practice; they believe e-tailers risk losing sales by posting negative comments in an item listing. Even worse, an online retailer's suppliers may blacklist it if too many bad reviews of those suppliers' products appear on a site.

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