Amazon relies on AI: New highlights for customer reviews

Since the introduction of customer reviews in 1995, Amazon has continuously developed the online shopping process. The Group is now impressing with another innovation: artificial intelligence, which summarizes customer reviews in highlights. We take a look at the details of this innovation and highlight its advantages and disadvantages.

Impressive figures: The power of customer reviews

Amazon shared impressive figures on customer reviews in a recent publication: Last year, 125 million customers gave almost 1.5 billion reviews. That means 45 new reviews were posted on Amazon every second. These enormous figures illustrate why customer reviews are regarded as invaluable sources of information for many.

What's new Highlights directly on the product detail page

Amazon presents the AI-generated “review highlights” as short summaries directly on the product detail page. These sections highlight frequently mentioned product features and overall customer sentiments. The filter function is also interesting: Customers can search specifically for reviews that contain specific terms, such as “usability,” by simply tapping on the corresponding attribute under the highlights.

Benefits of AI-generated highlights

• saving time: Customers can quickly get an overview of others' opinions without clicking through many reviews.
• Targeted information search: The ability to filter reviews by specific characteristics provides significant added value.
• Trustworthyt: Amazon ensures that the reviews used for the AI highlights only come from verified buyers to minimize manipulation.

Potential drawbacks and concerns

• Individual opinions could be lost: An AI system can overlook the personal touch and nuances in reviews.
• tampering: Despite Amazon's efforts to combat fake reviews, there is still a risk that AI could be influenced by systematic fake reviews.

Expanding the offer?

Currently, this AI-powered feature is only available to a specific group of mobile users in the US and across a wide range of products. But Amazon hinted that, depending on feedback, it could be made available to other categories, products and customer groups in the coming months.

conclusion

With the introduction of AI-generated review highlights, Amazon is once again taking a big step towards optimizing the online shopping experience. It remains exciting to see how this feature will continue to develop and what influence it will have on customer buying decisions.