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“Products are like iron, reviews are like steel. If you don’t check them for a moment, you’ll get nervous.” Sellers' dependence on reviews is evident. The number and quality of Amazon reviews are related to the ranking of products in search results. A higher ranking means higher exposure and a higher purchase conversion rate, and vice versa. In recent years, Amazon has been increasingly strict in reviewing reviews. Not only does it strictly control email communications between sellers and buyers, prohibiting the use of sensitive words such as requesting reviews and deleting negative reviews, but it has also repeatedly cracked down on fake reviews and spamming. At a time when the rules are being tightened, some people still choose to take risks and risk being blocked. In response to this, Amazon has come up with a "cut off the firewood" move. Since it is impossible to crack down on illegal behaviors such as fake reviews and false comments all the time, it will start directly from the review itself and reduce sellers' dependence on reviews . AI summary of "drawing firewood from the bottom of the pot" It is learned that on August 14, Amazon officially announced the launch of a product review summary feature based on generative artificial intelligence. In short, this feature is an AI summary of reviews that can identify common review topics and provide a concise summary on the product detail page . AI will provide a short summary on the listing, focusing on the product features and the buyer's feelings frequently mentioned in the comments , to help consumers decide whether to buy. (Based on machine learning, generative AI can create new content and ideas, including dialogues, stories, pictures, videos and music). In fact, Amazon had already started a small-scale test of this feature in June this year. In the June test version, AI sorted tens of thousands of reviews into positive and negative aspects, and finally summarized the product in one sentence. Details of the June AI summary In the latest official version, Amazon has further optimized this feature to make the product function evaluation summary more impressive. The latest AI summary review will highlight some product attributes , such as performance, ease of use and stability, and put a check mark next to them to indicate that the product has these characteristics . For example, if consumers want to know the ease of use of a product, they can click on the product attributes under the review highlights to get reviews about "ease of use". By categorizing the different functions of the product, the advantages and disadvantages of the product become extremely obvious . At the same time, Amazon said that this feature will only display credible reviews from verified purchases so that consumers know that what they read is authentic and reliable. At this stage, Amazon’s AI-summarized reviews are only available to some mobile shoppers in the United States. So, do Amazon reviews no longer matter?
For consumers, reviews are still an important part of evaluating whether to buy. Amazon's AI review summary function eliminates the need for consumers to read individual reviews, allowing them to see the information they are interested in more quickly among the vast number of reviews, saving shopping time. Obviously, AI review summaries need a certain amount of review data as a basis . If there is not a certain amount of reviews, the reference value of AI summaries will be greatly reduced. For sellers who rely on the number of reviews , the advantage of the number of reviews, which was once extremely important, will be infinitely weakened . The bad reviews that were previously hidden in a large number of reviews will be summarized by AI and pinned to the top , which is no less than putting the product on the fire. The one-click direct access to the review highlights is equivalent to putting the product's defects on the table for consumers to comment on and appreciate. "One man's meat may be another's poison." For sellers who want to promote new products , AI summary of reviews narrows the gap caused by the number of reviews and makes the competition fairer . Amazon uses AI to summarize reviews, which actually forces sellers to focus on the product itself and improve product quality . In today's vortex of price involution, only products are king, and only by creating high-quality products and services can sellers better navigate the storm. Amazon AI Listing Copywriting Tool is here! Before launching the AI review summary feature, Amazon has already applied AI to various levels, such as counterfeit detection, inventory processing, and customized video shopping content. Recently, Amazon has also applied AI to sellers. It is known that according to foreign media reports, Amazon is testing an AI tool that can help sellers write listing copy . It is understood that the tool will generate optional titles, descriptions, and bullet points for sellers when they write listings. It is worth noting that Amazon has strict control over AI-generated product descriptions , from complying with relevant style guidelines to avoiding the use of HTML, JavaScript or offensive content. Not only that, Amazon also strictly limits what is allowed in titles, descriptions, bullet points, or images , ensuring that they do not contain inappropriate content, personal contact information, promotional materials, or time-sensitive information. As can be seen above, although AI tools can reduce the workload of sellers, they cannot completely replace sellers in copywriting work . Sellers must accurately describe their products, avoid creating duplicate pages for existing products, and comply with listing guidelines regarding variations and listing styles. Currently, this AI tool is being tested among a small number of sellers, and the official launch date is not yet known. Since ChatGPT came out, the AI craze has continued to rise. Not only Amazon uses AI to develop e-commerce business, but also e-commerce platforms such as Shopify and eBay have entered the market. There are also many cross-border big sellers that use ChatGPT to conduct business, such as Jihong Co., Ltd. and Lege Co., Ltd. Under this trend, embracing AI has become a new cross-border trend . Although AI can solve some trivial and repetitive tasks to a certain extent, complex tasks still cannot be replaced by AI. In this environment, relevant practitioners still need to improve themselves better in order to adapt to this ever-changing era.
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