AlyssaS - 5:40 pm on Nov 30, 2010 (gmt 0)

Brinked - what I'm trying to say is that people are blaming Google for the sudden surge in Amazon rankings, and yes they may have tweaked a bit too much. But it's as likely that the Amazon team sat down and decided they were really going to go for it this Christmas and made all sorts of changes themselves too that propelled them up the SERPs.

Nobody is passive in this. Not everything is just down to Google. It's like multi-player chess.