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Amazon Enhances Product Reviews With GenAI

Amazon Enhances Product Reviews With GenAI

Sarah Hardacre
Amazon has announced that it will be using GenAI technologies to improve product reviews. In 2022, 125 million customers provided 1.5 billion reviews on Amazon – which is a lot of content to review when trying to find relevant information for a product.

This AI-powered feature will summarize the main points from multiple reviews and publish a condensed paragraph in the product detail page. It will also highlight key product attributes, giving users the option to access reviews focused on a specific quality or feature of the product.

Amazon’s product reviews update is currently only available in the US for mobile app users across a selection of products. During the testing phase, Amazon will continue to fine-tune its AI technology. While not giving specific dates, Amazon said it would continue to roll out the new feature to more products and customers in the coming months.

Customer reviews have been around since 1995, and Amazon has worked over the years to continually improve the customer experience for those writing or reading reviews.  Amazon has also invested in ensuring that reviews remain authentic to give shoppers the confidence that a review is genuine.

Amazon has been cracking down on fake or paid reviews for years. In 2021, Amazon blocked 200 million fake reviews. It has also taken legal action against those who posted fake reviews and administrators of groups on Facebook that engaged in fake review brokering.

In its press release, Amazon says that it “obsess(es) over helping customers feel confident in their purchase decisions – even if that decision is not to make the purchase.” In addition to machine learning, it also employs human moderators that analyze reviews to ensure they adhere to the Community Guidelines and are genuine for the product in question.

The Federal Trade Commission has also become involved, levying a $60,000 fine against a supplement maker for falsifying reviews by grouping products on Amazon together to ensure good reviews were visible for multiple products.

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