Amazon has descended to bush-league marketing with its “curated” toy collection for the holidays.  It turns out you can get your toy selected for the guide if you are willing to pay a ton of money to have it there.   Editorial space for pay is hardly a third-party endorsement that carries the weight of credibility.  That Amazon has stooped to such tactics is disappointing.  One would have thought better of the company.  That written, Amazon could hardly have chosen the toys itself without upsetting thousands of vendors who weren’t picked.  The company should not have engaged in selecting toys for consumers.  Period.  It doesn’t make a difference that other vendors do.  It should understand the power of third-party credibility, especially since it pioneered consumer ratings for books and other products on its site.  Perhaps next year it will know better.

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