Amidst an observed 8 per cent higher return rate for online clothing purchases compared to the overall rate, Amazon has taken a strategic turn leveraging AI technology to address this challenge. The company introduced its latest tool, “Amazon’s Fit Insights,” harnessing the power of large language models (LLMs) to glean valuable insights on an item’s fit through customer feedback. Employing AI, it scrutinises size chart discrepancies originating from various brands.
Amazon’s Fit Insights operates on multiple fronts, offering personalised size recommendations, a seller-oriented “Fit Insights” tool, AI-driven extracts from customer fit reviews, and revamped size charts. Through personalised size recommendations, Amazon Fashion deploys AI-driven deep learning algorithms, guiding customers to their optimal size across diverse styles.
This system functions by analysing the size correspondence among different brand systems, incorporating product reviews, and considering individual customer fit preferences. In real-time, it furnishes tailored size recommendations, adapting dynamically to evolving customer size requisites. While this feature excels in personalisation, it may encounter limitations when a family member consistently shops for another family member online, leading to potential confusion regarding the customer’s actual size versus the child’s size.
To mitigate this issue, Amazon introduced “Fit Review Highlights,” an extension of the AI-generated Customer Review Highlights introduced in August 2023. This feature extracts apparel fit details from customer reviews, encompassing aspects such as size accuracy, specific garment fit, and fabric stretch. Utilising large language models, AI processes this information, presenting concise and personalised summaries for users, alleviating the need to sift through numerous reviews for fit insights.
Sellers also benefit from AI-driven insights provided by Amazon Fashion’s Fit Insights Tool. Equipped with a deeper understanding of customer fit preferences, sellers can refine their communication regarding sizing – offering clear indications like “true to size” or specifying if an item runs smaller or larger, enhancing the customer experience.
These advancements are part of Amazon’s ongoing efforts to enhance the shopping experience on its platform. Apart from customer review highlights, the company has introduced generative AI tools empowering sellers to craft product descriptions and enhance product images. The latter innovation has shown the potential to amplify click-through rates by an estimated 40 per cent, as per the retailer’s assessment.
