Amazon tests AI-generated review highlights with U.S. mobile shoppers

Amazon is testing highlighting product features and customer sentiment as part of a generative AI “customer review highlights” feature.

This seems to be an expansion of the test we reported on in June.

Why we care. If you sell products on Amazon, this feature could lead to more sales. Reviews remain critical as consumers decide whether to buy a product (Amazon highlighted that “customers contributed nearly 1.5 billion reviews and ratings to Amazon stores” in 2022). The big question is whether this new feature impacts sales positively or negatively.

What it looks like. Amazon’s feature appears at the top of the Customer reviews section on product pages. The AI-generated paragraph, which mentions product features and customer sentiment, appears under a bold Customers say heading. Beneath the paragraph is this line: “AI-generated from the text of customer reviews”:

Several tappable attributes (e.g., Performance, Ease of use, Stability) appear under the customer review highlights. This feature lets you filter to only show reviews mentioning that specific attribute. Here’s a screenshot example Amazon provided for Ease of use:

Who can see the test. A “subset of mobile shoppers in the U.S. across a broad selection of products” have been opted into the test, Amazon said in a blog post.

What Amazon said. The test is likely to expand in the coming months:

• “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.”

Newegg has a similar feature. Online retailer Newegg added AI-generated summaries of customer reviews on its product pages, as well as highlighting pros and cons or products.

More generative AI to come? In May, we reported that Amazon had plans to add generative AI to its search experience and was building tools for advertisers that generate videos and images. The company has not provided any updates on if/when we will see these.

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