Like many other things in this industry, "amateur" is just a marketing word that is used to attract surfers to a certain type of site. It shouldn't be a label used to tag the girls who participate. Whether they do it for the pure exhibistionist kick or are all about the money is irrelevant.
The broadest definition would be a site based around real women, the girl next door. I'm not talking about whether they're paid models or running a site out of their basement personally, but rather that they are not professional models with that playboy plastic look. They look like someone you might meet at the supermarket.
I think most avid amateur site surfers are looking for single girl sites. And there's money to be made and business to be done whether the featured girl is an active participant in the site or not. But I've done it both ways and believe me the surfers can tell when the girl is really involved. It's tough to fake out the guys who are looking for that for very long.
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