Are Online Customer Reviews Amazons Secret Sauce? [Video]

While Amazon often gets credit for its low prices, extensive selection, and speedy delivery, a new holiday ad campaign starring actor Adam Driver highlights the benefits Amazon’s five-star customer reviews add to the shopping experience.

Driver, described as a “real serious actor,” reimagines memorable reviews in the style of a one-man show. In the initial three videos, the acclaimed actor, best known for his roles in the “Star Wars” franchise and the HBO series “Girls,” reads real-life reviews left by Amazon customers, including ones dedicated to a plush seal, a Dutch oven, and — in a minute-plus ad — a banana slicer that has found viral success over the years.

“What these reviews have shown us is that some of our best writers are our customers, and we love how this campaign brings them into the spotlight,” said Jo Shoesmith, Amazon’s global chief creative officer, in a statement.

David Cohen wrote for Adweek, “Funny reviews …