The Washington Post has a good article today detailing how Amazon.com took it up on itself to pump up buzz for the novel "The Stolen Child." Amazon has bought the rights to turn the now best-selling novel into a movie.

Mainstream outlets weren't clamoring to review the book when it was released, the article said. So Amazon sent galleys to 100 of the site's top reviewers and posted their laudatory reactions. Suddenly, mainstream newspapers were paying attention.

Amazon also put more than 2 million stickers advertising the book on boxes it was shipping to customers. It didn't charge the book's publisher for this placement.