Unspun Website…

Last week's tip on Web 2.0 (philsasso.blogspot.com) mentioned Amazon's new beta project Unspun.com. Unspun is a consensus list-ranking site. It allows users to create lists (like favorite books) and have them ranked by the community.

My question: how will Amazon profit from this?

Here is my "homespun" list of potential benefits of the site:

1. Traffic - By creating a gee whiz interactive technology like this; Amazon could draw traffic to this site by creating a type of Infotainment.

2. Branding - Theory is the more people think about Amazon, the more they will think of Amazon when they're making a purchase. ("I didn't know Amazon sold OBDII Scanners. I thought they just sold books!")

3. Research - By studying results, Amazon can analyze trends and preferences and use these findings to select and promote merchandise on their ecommerce site. (The top-voted 80's album.)

4. Publicity - A press release about top Christmas gifts or best books can get noticed by the media and turn into free ink for Amazon. ("Amazon's top Teacher Movies for teacher appreciation day.")

5. Direct Sales - Look at a list like top books. The image links directly to the item at Amazon's store -- ready for you to buy. ("Wow! I can just click and buy the top ranked book.")

I'm sure there are other uses I haven't thought of. But my point isn't to build an exhaustive list of benefits; it is to point out that Web 2.0 isn't about new technology. It's about new ways to use technology.

So how can you use your website -- or a separate one to get users to interact with you and/or each other?

Think outside the spin.