I'm doing this to promote my own book. It's an idea suggested by a book about plugging your book, which was recommended by a friend. (Thanks, Roger!). It seems like a fairly painless way of doing it.
I'd posted some Amazon reviews already, over the years (only a handful), but under the alias Mally Malone. I've changed that to "Maolsheachlann Ó Ceallaigh, author of Inspiration from the Saints". This is perfectly OK, according to the book, and indeed Amazon let me change it to that, so it must be OK.
The hope is that people will say: "Wow, what a well-written review. I'm going to order his book right now!".
If you want to read my reviews (anything is possible), this is where to find them. I plan to add many, many more over the next while.
(I'm shocked eight people marked my review of the album Meet Jim Dale "helpful"! Even after eight years, that seems like a lot...)