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As I understand it, when you send a question, random customers get mails from "Amazon Answers" titled "(First Name): Can you answer this question about (product)?"[1]. And even if they can't, they still answer to the best of their knowledge which sometimes leads to half-helpful discussions.

[1] http://www.ecommercebytes.com/cab/abn/y14/m04/i15/s03

You get imaginary internet points and if you do it enough, and well enough, you can get into the top X reviewers which earns you a badge. The real lure is Vine Voice where Amazon sends you stuff for free in return for a review.

You used to have the ability to downvote useless answers, but that seems to hav3ew gone away.