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The NYTimes Takes A Look at the Amazon.com sales rankings. When Amazon created the system 10 years ago, it could hardly have known how greatly its list would change the dynamics of the publishing business (much the way the company itself did) or how hard writers and industry executives would work to game the system. Today the Amazon rankings list and, to a lesser extent, a similar list on the Barnes & Noble Web site is the subject of great microanalysis and some mystery.