How to Get Reviews Displaying in SERP, Like Amazon

[iAnalyst.com]

Notice how Amazon has the reviews for the Kindle showing up right in the Organic Results; http://www.google.com/search?q=kindle&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a

Is this a rich snippit example? If you have an ecommerce store and lots of reviews, how do you go about getting the same thing? Is Google just going to let Amazon do this, and other huge brands or is it fair game for everyone?

[Andy.Drinkwater]

It is done through having products in Google Marketplace - it's a whole different game of SEO there!

[EGOL]

This is really bad for the little guy who might have superior product and service and information but who doesn't have the resources to go after all of these bells and whistles.

[Andy.Drinkwater]

In theory t should be possible for anyone to go after, but it is a messy area I wish to stay well clear of.

[EGOL]

We are working our butts off to do eveything else.

[KT684]

Those reviews are not from Google marketplace (Google Merchant Center).  It's done through Rich Snippets. There are a few standards right now, namely microformats, microdata, RDFa, and Good Relations.  I've experimented with the RDFa tags to some success but haven't been able to achieve the reviews straight-up in all organic results.

Once you choose a format you can test your pages here.

[Aftermath_SEO]

The accepted way to do this is through Rich Snippets. They are trying to standardize all rich snippets through Schema (http://schema.org/).

[iAnalyst.com]

Thanks, that's what I assumed. Has anyone besides Amazon been able to get this to show in the SERPS? Seems like preferential treatment by Google