Amazon uses AI not only to enhance product reviews but also to transform the online shopping experience for customers looking for apparel.
Dealing with the persistent challenge of finding the right fit online, Amazon has introduced four AI-powered features to address the high return rates associated with online clothing orders. These features include personalized size recommendations, a “Fit Insights” tool for sellers, AI-driven highlights from customer fit reviews, and revamped size charts.
Amazon and AI
In the realm of personalized size recommendations, Amazon Fashion employs AI to create a deep learning algorithm. This algorithm considers the size relationships between various brand systems, product reviews, and individual fit preferences in real-time, suggesting the best-fitting size for customers that adapts to their changing size needs.
Despite some imperfections, such as confusion when a family member shops for someone else online, this feature aids customers in discovering styles that best suit them.
Another innovation, “Fit Review Highlights,” builds upon AI-generated Customer Review Highlights introduced in August 2023. This feature extracts information about apparel fit from customer reviews, covering aspects like size accuracy, garment fit on specific body areas, and fabric stretch. Large language models summarize these details into personalized highlights, saving users time by providing quick insights into an item’s fit without the need to read through numerous reviews.
AI is also enhancing size charts on the site. Amazon Fashion uses large language models to extract and clean product size charts from various sources, transforming the data into standardized sizes. This process ensures accuracy by eliminating duplicate information and correcting missing or incorrect measurements.
Sellers benefit from AI through the Fit Insights Tool, which offers an understanding of customers’ fit needs, enabling improved communication of sizing information, such as whether an item is “true to size” or runs smaller or larger. This tool also guides future manufacturing efforts by leveraging large language models to extract and aggregate customer feedback on fit, style, fabric, returns, size chart analyses, and reviews.
These AI advancements underscore Amazon’s commitment to enhancing the overall shopping experience, complementing previous introductions like generative AI tools for product descriptions and image enhancements.
Beyond e-commerce, Amazon has integrated AI into various consumer products, including Alexa and Fire TV.