AI revamp, new forum? Amazon's big overhaul!

In the first half of this year, Amazon revealed in its Q2 financial report that it would expand into new areas in the field of AI. In late June, Amazon CEO Andy Jassy announced that his subordinate Rohit would lead a core team dedicated to building Amazon's most scalable large-scale language model.

With Rohit's Indian heritage, the comments section was full of ridicule, thinking that this was just Amazon's bragging. But who would have thought that it would become true, and in less than a quarter, Amazon's AI function has penetrated every corner of the platform!

First, let's talk about the innovation of product descriptions on the seller side some time ago. Just in recent days, Amazon launched a new feature, inviting sellers to try to use AI to write product descriptions. Although there have been sellers who have used Newbeing and ChatGPT to "wholesale" product descriptions before, Amazon's internal AI is definitely more professional and accurate, and more convenient and faster.

Recently, new AI features have been launched on the buyer side. The first is the "Ask Alexa" feature , which can optimize the buyer's search and purchase process. Buyers can ask AI professional questions about products on the search page. The answers to the questions will be provided by the brand sellers, and the URL of the brand store can be posted. Improve brand exposure and conversion. This can not only display the brand in more detail and comprehensively, but also become a new advertisement for the product in disguise, which is more humane and comprehensive. We can even use this to make new QA/A+ layouts.

Secondly, on the morning of August 11, Amazon officially launched the AI-generated review summary feature . The new technology will be used to provide a short text on the product detail page, highlighting the product features and customer reviews mentioned in the customer reviews. Such text makes it easier to fully understand the common themes in the reviews.

Isn’t it a bit like Taobao’s keywords? From now on, buyers don’t have to read dozens of individual reviews to understand the product, but can understand the product description based on AI-refined data.

In addition to the summary text, Amazon will highlight key product attributes as clickable buttons. For example, if a customer wants to know about the product’s “ease of use” or “performance,” they can click the button to see reviews that mention those terms.

In addition to AI innovations, Amazon is catching up with other platforms in all aspects. In Europe, Amazon announced that it will launch a new forum for Amazon sellers, which will provide simpler navigation and search, advanced filtering, voting functions, and personalized settings.

The new forum aims to understand audience needs more flexibly, while further expanding the platform's influence through traffic. Not only that, it also allows sellers to more clearly identify what is a hot product.

Amazon has also made some minor changes to the display page. When searching for Anker Q30 on the Canadian site, you can see that there are additional color stickers below the multi-variant products with color as a variant. This makes the search results more intuitive for buyers, which is a small advantage for multi-variant products. This change makes the display more intuitive for buyers, and buyers can see the color they want at a glance, increasing conversion rates.

Amazon's reform is comprehensive. This year, it has innovated and corrected logistics, platform pages and various functions. For example, the cancellation of the light and small plan a few days ago is to guide sellers to lower product prices, and also to benchmark low-price markets such as Temu and learn from the strengths of Temu and other platforms.

This year, various forms of cross-border platforms have emerged, and Amazon can hardly sit still. Reforms of all sizes have given Amazon a new look, which is very beneficial to both sellers and buyers. However, sellers must also keep up with Amazon's pace of change and keep abreast of its emerging policies in order to adjust their status and stay ahead in marketing.