alt Hacker NewsYes unfortunately any system can be gamified once the incentives are there: Best wine, best movie, best album, best keyboard, best monitor, the list goes on. Hugo or Nebula winners, and any other "winner" for that matter are usually actively sponsored and artificially pushed onto the nomination lists by their publishers/influencers/etc, there is just no way the judges can read the 1000's of novels that come out each year.
Occasionally indie authors beat the system like Andy Weir with the Martian, but that took both good writing and a lot of traction from his online community for it to go viral and for it to get recognition.
True in principle, but I find in practice the Hugo and Nebula seldom disappoint me (in the sense of having wasted my time, not that every winner is a masterpiece). And these are not the only prizes (or genres), I just mentioned two. There are also magazines, reviews, etc. Sometimes following an author you like on Twitter or whatever helps see what they like.
Friend's recommendations aren't gamified. Actual friends I mean, not facebook contacts.
In any case, these were just examples that Amazon is NOT the place to go for browsing books. I'm sure people must do it, but I don't know of anyone who goes to Amazon to look for book recommendations...