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Product reviews from people who have tried the products and/or servicing that they are reviewing are great source of information about whether to patronize the same or not. Most merchants are now gearing to this kind of selling strategy . Of course, the kind of selling and advertising where the television , the radio, print materials, billboards and other forms or media will always be there. But in a world now where everything is online, and when people are on the internet more than they are on their beds sleeping, merchants are bound to see this as an opportunity to earn more. How do they do this?

Merchants or companies selling products and/or services set up a website where they can sell their products. Selling products online is very convenient that is why a lot of merchants do this now. When they have sites to sell their products online, they capture the market that are too busy or too lazy to go out and shop. They capture the market that wants convenience and hates hassle. They capture the market that do not actually plan but are easily enticed by the products they see online. These merchants can either set up their own websites and from there sell their products, or they can be part of other sites that sell a variety of everything . Best example for this is the Amazon.com. Being partners with these websites is good for every merchant because they become part of a pool of products that is popular that is constantly visited by potential customers. And on top of this, customers or lookers are able to leave comments and feedback that could serve as product reviews.

Product reviews are very necessary and helpful for a merchant/company because through these reviews, potential customers are able to hear real and genuine feedback from customers. But how do they get people to leave comments and feedback? What these websites normally do is to make a conspicuous space to leave one's comments. There are two kinds of people that would want to leave a comment for certain products. The first ones are those that are overly satisfied in their use and consumption of the service or product. People who felt like they not only experienced quality product and service but also that they got a great value for their money are bound to spread the word and post good things about their experience. Either they feel that they owe it to the world that they share their experience or that they want to help the company succeed in getting more customers because they deserve it. Either way, an overly satisfied customer providing product reviews is the best kind of advertising for a merchant's product.

Negative product reviews are also helpful for merchants in a way that the latter can take this as reasons to improve their products and/or services based on what the customers want.