Introducing AI-Powered Amazon Customer Review Highlights

Can artificial intelligence help buyers make decisions faster? Amazon thinks so.

AI-generated Customer Review Highlights are currently being tested on a subset of mobile listings in the US across a broad range of products. These short paragraphs highlight product features and customer sentiment to help shoppers quickly understand common perceptions of the product.

Keep reading to learn more about this new feature!

What is an Amazon AI Review Summary?

Customer Review Highlights are displayed right above reviews on the product detail page. This AI-powered feature can help customers quickly decide whether a product is right for them. Here's an example of how the feature appears on mobile listings:

In addition to providing a quick overview of what customers love and dislike about a given product, Amazon Customer Review Highlights include product attribute buttons to help buyers easily find reviews related to common topics for the product, such as “ease of use.”

Amazon Verified Reviews Only

Amazon has invested significant resources to proactively stop fake reviews from being shown to customers. According to the official announcement, it proactively blocked over 200 million suspected fake reviews in 2022 alone. Shoppers rely on reviews to help them make buying decisions, so it’s important to ensure that they are as accurate as possible. Misleading reviews can result in a negative customer experience.

Although anyone can leave a review for an Amazon product, regardless of where the product was purchased, Amazon is only using Verified Purchase text-based reviews created from the local store to power the Customer Review Highlights. Amazon also requires a minimum number of reviews and multiple customers must provide the same opinion before a review highlight will be generated.

Amazon announced additional generative AI capabilities at the 2023 Accelerate event. Sellers can use AI to help create or enhance listing content.

Accuracy Concerns

While the Amazon Customer Review Highlights feature is beneficial for shoppers (and hopefully sellers!), there are some potential pitfalls. AI relies on the data it receives, so requesting and monitoring Amazon reviews is crucial to ensure that products are reflected accurately.

What can you do if your customer review highlight is inaccurate? Get more reviews to try to encourage the correct information to surface. The Customer Review Highlights feature cannot be removed or disabled. Since the feature will display frequently mentioned opinions from customer review text, requesting more reviews can help you offset inaccurate or negative reviews. Address common causes of negative reviews by making changes to your product or updating your product detail page to ensure you’re setting the right expectations for your product. Inaccurate listing content or lack of details is a common root cause of negative reviews.

You can report abuse from the product detail page if you receive a review that doesn’t conform to Amazon’s community policies.

Related reading: How to Report an Abusive Review to Amazon

Getting Reviews on Amazon

Customer reviews were a new concept when Amazon first introduced the functionality in 1995. Since then, reviews have become an important part of the online shopping experience. Over the years, Amazon has added new features such as the ability to include photos and videos to make reviews even more useful to buyers.

In 2022, Amazon customers provided nearly 1.5 billion reviews and ratings on the platform.

In addition to helping buyers decide what to buy, Amazon reviews are significant to sellers because they affect how products are displayed in Amazon’s search results, impacting sales and advertising performance. Reviews can also signal market changes, helping businesses identify new product ideas and opportunities for improvement. Understanding customer sentiment is an important piece of an effective eCommerce business.

Getting and monitoring reviews on Amazon can be challenging. FeedbackFive by eComEngine makes it easy. You can start sending Amazon-compliant review requests in just minutes. Monitor and analyze reviews for your ASINs to identify trends over time. Get alerts for new reviews so you can act quickly to resolve a negative customer experience or just smile because you got another great review!

As Amazon AI review summaries roll out to additional listings, you need to have a review strategy in place. FeedbackFive simplifies all aspects of building and monitoring your seller reputation on Amazon. Get started today!