Amazon Launches AI-Powered Features to Make it Easy for Customers to View Product Reviews

Amazon review Highlight feature (photo: Amazon)

JAKARTA - Amazon launched a new feature powered by Artificial Intelligence (AI), which will help companies summarize frequently cited customer reviews, to make it easier for other users to see the value of the product.

"We are obsessed with helping customers feel confident in their purchase decisions, even if that decision is not to make a purchase," Amazon wrote in its announcement, quoted Tuesday, August 15.

The new AI-powered feature will provide short paragraphs right on the product detail page that highlight product features and customer sentiments that are frequently mentioned throughout written reviews to help customers determine at a glance if the product is right for them.

The feature, called AI-generated review highlights, also displays key product insights and allows customers to more easily find specific reviews of a single product.

For example, you want to know whether the product is easy to use or not, you can apply certain category filters to find out the convenience of the product.

Currently, Amazon's AI-powered feature is only available to some mobile shoppers in the United States, and is likely to roll out to more regions in the future.

"We're always testing, learning, and simplifying our AI models to improve the customer experience and, based on customer feedback, can expand our review highlights feature for additional categories and customers in the coming months," the company explained.

Amazon is also determined to continually improve, and work better to ensure customers continue to view the content and receive what they need most.

On the other hand, the company will also continue to invest significant resources to proactively stop fake reviews.