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It is learned that reviews are becoming more and more important in consumers' purchasing decisions. A survey by DigitalCommerce360 shows that 30% of American consumers make purchasing choices based on the quality and quantity of product reviews.
For cross-border sellers and e-commerce platforms, product reviews are crucial to improving sales conversion rates. This year, in order to improve consumers' shopping experience, Amazon launched a feature called "AI Review Summary" for product reviews. However, judging from recent feedback, the implementation effect of this feature seems to be unsatisfactory. It is learned that on August 14 this year, Amazon officially announced the launch of the product review summary function based on generative artificial intelligence. Through this feature, Amazon uses artificial intelligence to convert billions of reviews into review summaries consisting of a few sentences, focusing on product features and customer feelings frequently mentioned in product reviews. Consumers can quickly understand the product features without having to browse individual reviews to decide whether to buy it. However, by December, during the three months since its launch, the feature has been criticized by a large number of sellers and consumers. Some consumers mentioned that AI-generated summaries provided inaccurate product descriptions. For example, a handstand machine designed to relieve back pain sold by home fitness company Tonal was described as a "pain relief table" by Amazon's AI-generated summary.
▲ Scan the QR code to participate in the 2023 Seller Status Survey At the same time, many sellers said that the product review summaries summarized by AI exaggerated the negative reviews of the products. For example, in describing an eight-pack of glass bottles with more than 3,000 reviews and a 4.5-star rating, the review summary generated by Amazon’s AI said: “Some customers reported issues with rust on the lid,” even though in fact only 16 customers in the reviews complained about rust. In addition, when introducing a tennis set with more than 4,300 reviews and a 4.7-star rating, the AI-generated review summary also emphasized that "some reviewers were disappointed with the smell of this product." However, according to the survey, only 7 reviews of this product mentioned the smell, accounting for less than 1% of the total reviews. It is worth mentioning that since Amazon launched this new feature in August this year, and Black Friday and other promotional seasons came after that, many sellers mentioned that this feature "exaggerated negative reviews" had a significant impact on their holiday season sales. Recently, an Amazon spokesperson responded to this: Amazon will continue to improve the technology based on feedback from consumers and sellers. Amazon sellers' attitudes towards this feature are still polarized:- Some sellers believe that this feature is designed to remind sellers to pay more attention to product quality;
- However, some sellers also said that due to their lack of understanding of how the algorithm works, this feature is likely to have a negative impact on product sales.
But in general, whether it is the launch of the new "AI review summary" feature or the previous folding of the five-point description in the front of the review, it can be seen that Amazon attaches great importance to product reviews. And this importance is not only reflected in the adjustment of increasing the weight of reviews, but also in Amazon's "strict defense" against false reviews. Recently, another action taken by Amazon seems to further confirm the importance of reviews. It is learned that recently many sellers have reported that they have frequently received notification emails from Amazon deleting reviews: “I’ve been receiving review deletion emails too frequently in the past month or two. I find this unusual and I’m worried that it will affect my listing.” "I also received a few, all of which were products that were taken off the shelves two years ago." According to feedback from a seller, he himself did not engage in the behavior of brushing reviews. Most of the ASINs whose reviews were deleted were hot-selling products, and there were also some listings that had been deleted for a year and were not for sale. Therefore, he suspected that he was being pranked by his competitors. In fact, it is not uncommon for Amazon to delete reviews. Reviews that contain inappropriate text and images, are irrelevant to the product itself, and have an abnormally high number of reviews may be banned from display by Amazon. Judging from this email, the reason for Amazon's deletion of reviews seems to be on the buyer's account. Amazon said in the email that in order to better protect sellers' businesses, Amazon has launched an automatic process to prohibit the display of product reviews posted by some buyers who violate Amazon's policies. Based on this, a seller speculated that Amazon’s detection algorithm is screening suspicious comments and deleting them, including some buyer accounts suspected of posting "false reviews". As long as the relevant sellers have not faked orders, there will basically be no problem with their accounts. Some sellers opened a case to consult customer service and received the reply that "it will not affect the seller's account." As of press time, the seller accounts that received the review deletion emails did not show any abnormalities, so the relevant sellers do not need to worry too much. But in general, from the above situation, Amazon seems to be focusing on increasing the review of fake reviews. Here, we remind all sellers that based on the logic of compliant operations and doing a good job of product quality control is the key to long-term success on Amazon. What do you think about this? Welcome to discuss in the comment area~
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