Amazon's Customer Wikis

The "Church of the Customer" blog writes about Amazon's beta use of wikis in some of their product reviews. For those who don't know, wikis are a collaborative Web site comprising the work of many authors (example: Wikipedia. In Amazon's implementation, it allows multiple people to edit, delete or modify content in a product review. There are many applications of the technology, and firms are still experimenting, but I see lots of opportunities. One thing that my firm recently wrote about is the potential to use wikis internally for a firm's sales force, allowing them to collaborate asynchronously from disparate locations.