Lisa Diaz

Amazon.com's CEO Jeff Bezos has a knack for harnessing product reviews to get consumers to buy online. Lisa Diaz unknowingly became part of that marketing push last month after posting a comment on how much her son would like a train set shown on an Amazon social media page. The company took her feedback — along with that from 400,000 other moms who post on one of the company's Facebook pages — and distilled it into a "Mom Picks 2014" list of 50 top toys and games for the holidays.