Google is entering more into the semantic web by just brute force. Lately it has integrated product ratings and reviews from sources like:
--Amazon.com
--Overstock.com
--ePinions.com
Besides these large eCommerce sites, Google has also integrated reviews from different vendors through review engines such as Bazaarvoice.
So, when you do a search on Google product search, you will see full-length reviews, here is a sample link:
http://www.google.com/products?q=toy
Searching on Google.com will show snippet of a vendor's review content and linking back to the vendor's site.
In this regard, Google is definitely beefing up shopping related searches and compete with Microsoft Bing in terms of shopping search.
I think some day, eCommerce sites might be able to submit reviews directly to Google.
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