No. Companies have been doing this for as long as there has been advertising and mail-order catalogs. Did Amazon do it on the web first? Unlikely, but cannot be proven.

and the 5-star rating system

Also unlikely. The five-star system has been around for at least a century. In digital form, I had it on one of the first web sites I built, around the same time that Amazon.com launched, and even that was cribbed from online review systems that existed before the web.