The article studies the character of general readers’ reviews on the internet bookstore Amazon; what is called private criticism. Patterns, common features, and contradictions are explored, and the social position and meaning of new forms of readers’ expressions is discussed. One part of the thesis is that the freedom of speech in the public sphere has given readers new and different opportunities to express their opinions. On the other hand, there is also evidence to suggest that the new practices of reviewing are only repeating established patterns and behaviours. If this is the case, the private criticism that has been applauded as a democratization of the reading and evaluation of literature does not offer any real change.