Big changes to the review mechanism! Is Amazon's new feature useless?

Is Amazon launching new AI features?

Can consumers get answers about a product without opening the review page?

The number of reviews no longer matters?

Amazon has recently been testing a generative AI tool for customer service, once again innovating the review mechanism.

The question-and-answer method is used to help customers understand the various attribute information of the product. This also saves customers' time browsing product reviews and obtains product information more efficiently.

It sounds good, but it is obvious that the role of reviews has been weakened. Amazon has previously updated a feature to refine reviews, summarizing all the good and bad reviews on all reviews so that customers can have a more comprehensive understanding of the product.

That is to say, as long as you have questions related to this product, you can let AI answer them, such as asking about birth height, weight, size, or the scenarios in which the product is suitable.

I don’t know why NANA thinks this function is not a magical tool.

First of all, the new function tested by Amazon can only answer questions about the product, and cannot give consumers a more pertinent suggestion or a satisfactory answer after "shopping around". After all, AI cannot fully understand the underlying meaning of the question, and the situation where Lin Daiyu looks for Lu Zhishen to chat may occur.

Secondly, the two functions mentioned above somewhat restrain each other. First, AI has comprehensively summarized the pros and cons of the product from the reviews, and then uses the questioning AI function, which completely "overrides" the Review mechanism. Then, the quantity and quality of Reviews, which consumers have attached great importance to and are also the focus of sellers' operations, will be useless?

Finally, in order to influence the desire to buy, after talking about the advantages of a product, they may add a sentence: "Most buyers gave negative reviews." Then the sellers work hard for half their lives, but still return poor. . . .

However, if we look at it dialectically, this feature is still good for new sellers, while old sellers are crying on the beach. Originally, old sellers are popular because of their reviews. This feature greatly increases the advantages of old sellers, allowing new and old sellers to be on the same starting line as much as possible. It also greatly inhibits the path of marketing-oriented sellers.

Since the AI ​​function became popular in 2023, all walks of life have used AI tools, and Amazon is no exception. However, there are too many complaints about the AI ​​functions that have been launched, and the entire market is not mature enough to control AI technology. At least for now, artificial intelligence cannot replace humans. . . .

Amazon's transformation has always been towards refined and product-oriented operations, focusing on product quality and brand. As long as sellers operate in this general direction, there will be no major problems (provided that they operate in compliance). After the release of the new company law, many bosses did not know how to follow the trend and comply with the law. It just so happened that Cross-border held a conference on issues related to year-end fund accounting, compliance and the new starting point for tax refunds.