How AI is redefining Amazon’s customer review experience

Over 125 million users posted over 1.5 billion reviews in 2022 alone.

Amazon is using artificial intelligence (AI) for the enhancement of customer reviews, which allows subscribers to post their feedback on the e-commerce site's products and services.

Recently, the leading e-commerce platform applied AI to generate summaries of customer feedback for products. Product features and customer sentiments are posted on the right side of the product detail page to assist customers with their preferences. (The feature can be found in the Amazon.sg app.)

The AI-generated feature also enables users to show credible reviews that mention product attributes, drawing from instant keywords and collating helpful accounts.

Amazon continues to test the AI models to enhance the customer database and categorise reviews, down to the mention of reliable prices, vast selections, and quality delivery. The Community Guidelines also help validate reviews and moderate a safe shopping environment.

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Another push is made for the prevention of hundreds of millions of suspected fake online reviews, manipulated ratings, bot-operated accounts, and other abuse issues. The e-commerce channel has taken further action with guardrails like revoking review permissions of suspected bad actors, blocking accounts, and arraigning against the users involved.

Amazon has also invested in expert instigators and reviewers to evaluate the posted reviews. Thanks to the assistance of AI analytics, more than 200 million suspected fake reviews were blocked and inaccessible from stores worldwide.

“Fake reviews intentionally mislead customers by providing information that is not impartial, authentic, or intended for that product or service. We work hard to responsibly monitor and enforce our policies to ensure reviews reflect the views of real customers, and protect honest sellers who rely on us to get it right,” Josh Meek, senior data science manager on the Fraud Abuse and Prevention team of Amazon, commented.

In 2022, 125 million users submitted around 1.5 billion reviews and ratings of Amazon products, accounting for 45 reviews per second. It solidifies the reputation of customer reviews as a credible source of information.