Amazon has introduced a new AI-powered feature that simplifies the task of going through numerous customer reviews for a desired product. This tool provides a quick summary of a product's overall feedback right on the product page, highlighting essential features and prevalent sentiments derived from the multitude of reviews.
For dedicated researchers and shoppers, this has the potential to save a significant amount of time, especially for highly-reviewed products like the Amazon Smart Plug and trendy items like orange Crocs, each of which boasts over 500,000 reviews.
The AI-generated review highlights not only capture important characteristics of the product but also enable customers to efficiently locate specific reviews that address particular attributes such as ease of use, performance, quality, and fit, among others.
Amazon is currently testing "review highlights" with a specific group of mobile users in the United States. While it is possible to make it available to a wider audience in the future, the company has not provided specific information about expansion plans.
"Customers enjoy learning from one another and sharing their insights with the community, turning reviews into an invaluable resource for shoppers. We aim to simplify the process of understanding common themes within reviews, and with recent advancements in generative AI, we believe we now have the technical capability to fulfill this long-standing customer needs, " said Vaughn Schermerhorn, the Director of Community Shopping at Amazon.
The company's latest announcement not only aims to enhance the customer experience but also reinforces its commitment to combating fraudulent customer reviews. Amazon is leveraging machine learning models that assess various data points, including account relationships, login activities, review histories, and signs of unusual behavior, to detect potential risks associated with reviews.
Vaughn Schermerhorn emphasized that the AI-generated review highlights exclusively rely on trustworthy reviews from verified purchases, ensuring that customers can quickly grasp the opinions of the community.
In other news, AWS has recently unveiled the expansion of its fully managed foundation model (FM) service - Amazon Bedrock.