Is it possible to normalize the concentration equilibrium constant between different reactions for comparison?
Since the equilibrium constant depends on the concentration of the species involved, there is no way to normalize it in the way I think you imagine it. A fair comparison of equilibrium constants is already given. The equilibrium constant is, as its name gives away already, constant. As such there is no normalization to be made. 

Also, the quote is slightly off the point where it says that


  the equilibrium constants can vary by a huge amount due to the presence of a second A atom in the reactants


because the equilibrium constant might actually be the same (except for the unit, of course). The way you calculate the constant changes, but inferring from that that the value changes drastically is simply overreaching.

If $K &gt; 1$ then the equilibrium lies on the side of the products, if $K&lt;1$ then the equilibrium lies on the side of the reactants.