In the first academic study of its kind, Cornell professor Trevor Pinch examined the top-1,000 Amazon reviewers, analyzing everything from age, gender and education, to the motives and concerns of this volunteer corps who've helped drive Amazon's growth from quaint virtual bookstore to the planet's most valuable retail brand.

Pinch presented his findings for the first time on Tuesday, June 14, 2011 at Cornell's ILR Conference Center in Midtown Manhattan.