Amazon is looking at AI to give users a broad summary of a product based on customer reviews. Instead of scrolling through thousands of reviews, online shoppers will know within seconds what they are getting themselves into.
With Artificial Intelligence, Amazon can shorten the time customers spend trying to compare products online, and some irrelevant reviews.
It’s being reported that Amazon is already in the testing phase. With the help of AI, common themes and important key-words will be picked up.
Saving customers’ time
“Want to quickly determine what other customers are saying about a product before reading through the reviews? The new AI-powered feature provides a short paragraph on the product detail page,” said Amazon in a blog this week. “It highlights the product features and customer sentiment frequently mentioned across written reviews. This helps customers determine at a glance whether a product is right for them.”
Not only is the feature going to save customers time, but also help address specific concerns about the product. “For example, a customer looking to understand whether a product is easy to use can easily surface reviews mentioning “ease of use” by tapping on that product attribute under the review highlights,” explained Amazon.
Better reviews, mean increased sales
Stores with reviews make more sales. Experts say you’ll notice a 380% increase in sales when the reviews are placed alongside a product. Testimonials on sales pages increase conversions by 34%, according to software e-commerce business Fera.
More trustworthy set of reviews
Anyone can place a review on a product, pursuing potential customers either to buy or walk on. With this AI-powered feature, Amazon will be able to see more “content and opinions that are most valuable” to them.
There are community guidelines in place to help both machine learning models and human moderators keep the community safe and reviews relevant, without censoring anyone. “While allowing customers to express themselves and their opinions with as much personal expression as possible,” explained Amazon. “We believe this leads to a richer, better, and more trustworthy set of reviews. Customers who share their opinions appreciate this, and those that read them do too.”
Amazon says it is investing “significant resources” to continuously fight fake reviews. This also includes machine learning models that analyze thousands of data points to detect risks, including relations to other accounts.