Amazon has harnessed the power of Artificial Intelligence (AI) to introduce four innovative features aimed at enhancing the overall online shopping experience.
A recent study by Coresight Research revealed that the average return rate for online clothing orders stands at a staggering 24.4%, significantly higher than the general online return rate. The leading cause of these returns is the difficulty customers face in accurately gauging the fit of apparel while shopping remotely.
To address this issue head-on, Amazon has incorporated AI into its platform through four key features. The first, personalized size recommendations, utilizes a deep learning algorithm to analyze the size relationship between brands, product reviews, and customer fit preferences. This dynamic system adapts in real-time, providing customers with tailored size suggestions across various styles.
To complement this, Amazon introduces "Fit Review Highlights," an extension of its AI-generated Customer Review Highlights, providing users with concise summaries of fit-related insights extracted from customer reviews. This feature aims to save time for customers by presenting crucial fit information in an easily digestible format.
Additionally, AI is now employed to refine size charts on the platform. Amazon Fashion uses large language models to extract and clean product size charts from multiple sources, eliminating duplicate information and correcting missing or inaccurate measurements. The result is a more accurate representation of sizing information.
Sellers on the platform also benefit from Amazon's AI advancements. The Fit Insights Tool provides sellers with valuable information about customer fit preferences, allowing for improved communication of sizing information such as "true to size" or any variations in fit. This data can also guide future manufacturing decisions based on aggregated customer feedback.
These AI-driven features mark Amazon's latest efforts to enhance the online shopping experience. Prior initiatives include generative AI tools for product descriptions and image enhancements, contributing to an estimated 40% increase in click-through rates. Beyond e-commerce, Amazon has integrated AI into various consumer products, such as Alexa and Fire TV.