Amazon has begun the rollout of a new generative AI feature that allows customers to quickly understand the common themes across reviews.

The tool, which provides customers with valuable insights before reading individual reviews has been made available to a subset of mobile shoppers in the U.S. across a broad selection of products.

In a blog post, the tech firm said: “The new AI-powered feature provides a short paragraph right on the product detail page that highlights the product features and customer sentiment frequently mentioned across written reviews to help customers determine at a glance whether a product is right for them.”

In addition, the AI-generated review highlights feature key product insights whilst making it easier for users to zone in on certain product attributes. For example, a customer looking to understand whether a product is easy to use can now surface reviews mentioning “ease of use” by tapping on that product attribute under the review highlights.

How reviews have changed

Source: Amazon

Since Amazon first launched reviews in 1995, a number of updates have been made to the review process which brings together on two distinct audiences; those leaving reviews and those using reviews to decide what to purchase next.

To increase the range and diversity of reviewers, in 2019, the company  enabled customers who purchased an item on Amazon to provide feedback by leaving a quick star rating without having to write a full text review.

Another feature was created to help customers shop for apparel. By filtering certain clothing reviews to show only those written for people who are a similar height and weight customers can get a better idea of fit.

On the latest feature, Amazon added, “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.”

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