This occurred even as Amazon's main shopping website sported several social aspects that could have been exploited. One long-time feature that has helped Amazon become the largest Internet retailer is the customer review section that occupies the bottom of most product pages. This was an early way to harness personal opinions on products, preceding such innovations as Facebook's popular "like" button. When a purchase is made on Amazon's website, the company shows what other products were bought by people who made the same purchase. Still, such information is sent to shoppers by Amazon. There is currently little ability for customers who have purchased similar items in the past to connect directly with each other. It is also difficult to find out automatically what friends have recently bought on Amazon. Get the full story at Reuters