New Amazon AI-generated customer review highlights

Want to better understand what previous customers think of a product you are considering purchasing on Amazon? Now their new AI-generated customer review highlights could be the answer.

Amazon have had reviews on their site for over a quarter century and there are a lot of them. Some products have accrued 100s of reviews, but do you really have time to sift through them for certain aspects of the product you want assessed? Probably not, which is where AI-generated customer review highlights come in.

The new AI-powered feature provides a short paragraph right on the product detail page that highlights the product features and customer sentiment frequently mentioned across written reviews to help customers determine at a glance whether a product is right for them.

The AI-generated review highlights also feature key product insights and allow customers to more easily surface reviews that mention certain product attributes. For example, a customer looking to understand whether a product is easy to use can easily surface reviews mentioning “ease of use” by tapping on that product attribute under the review highlights.

What Amazon haven’t mentioned is how brands might use this new feature when creating their offers. If you look at the review highlights for similar products, it will give you insight as to what Amazon’s AI thinks are important product attributes and features that you’ll want to include when composing bullets and descriptions, and possibly even images and video.

You might not be able to access the new review highlights feature just yet, it’s been launched to a subset of mobile shoppers in the U.S. across a broad selection of products. Expect this to ramp up as Amazon roll the feature out more widely.

We’ll continue to make it easier for customers to submit reviews and add new content types while leveraging AI to help customers see the highlights of reviews. Should I order this, that, both, neither? As long as reviews can help make the path clearer for our customers, we are happy with the outcome.

-Vaughn Schermerhorn, Director, Community Shopping, Amazon