Testing and learning: Amazon looks to boost the customer reviews experience with generative AI

Amazon is leveraging generative AI to help people better understand what customers are saying about a product, without having to read through lots of individual reviews.

In an online post, Vaughn Schermerhorn, Director, Community Shopping at Amazon, says: “Last year alone, 125 million customers contributed nearly 1.5 billion reviews and ratings to Amazon stores - that’s 45 reviews every second, making reviews at Amazon an incredible resource for customers.”

“We want to make it even easier for customers to understand the common themes across reviews, and with the recent advancements in generative AI, we believe we have the technical means to address this long standing customer need.”

“Want to quickly determine what other customers are saying about a product before reading through the reviews?”

“Our new AI powered feature provides a short paragraph right on the product detail page that highlights the product features and customer sentiment frequently mentioned across written reviews to help customers determine at a glance whether a product is right for them.”

Now available to a subset of mobile shoppers in the US across a selection of products, the AI generated review highlights also feature key product insights and allow customers to more easily surface reviews that mention certain product attributes.

For example, someone 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.

Schermerhorn comments: “We are always testing, learning, and fine-tuning our AI models to improve the customer experience and, based on customer feedback, may expand our review highlights feature to additional categories and customers in the coming months.”