I upvoted you cause I like the question, but I guess the answer is that this site is better because it makes a decision for you. I tried your idea on Amazon for televisions and sorted by customer rating, but it just felt very intimidating. The first result was $900, and maybe that's more than I want to spend. So I start scanning down the list, and all of a sudden I'm doing something that feels a lot like researching, which is the whole thing I'm presumably trying to avoid.

Now that said, would this actually be useful to me? For the stuff I care about (like, say, a computer) I definitely would not use this site. So it's for stuff I don't care about. Like a kettle. But I'm fine just buying a cheap-ass old school kettle that you don't plug in. So it's probably ultimately not for me. Super clever though!

Well you could say how is "YTinstant.com" different than typing <query> in Youtube and clicking the first result?. I would tell you since YTinstant launched I can count how many times I visited YT. Removing noise is a business.

It's really so you can say "just go to this site" when you have lots of relatives asking you which electronic gadget is best in its class. After all, they really mean "which one should I buy?" Hence the name of the site.

1 product vs 1 + 37 related/upsell products Amazon suggests to you. What might seem obvious to us might be voodoo science to this site's primary market.

Even more useful would be typing <product> into Amazon and then arranging search results by number of reviews.

Unfortunately, Amazon doesn't allow this yet.

Easier.