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Amazon is poised to change the way products are reviewed on the website with the aid of artificial intelligence algorithms.
There is a crackdown coming up on those harmful or false reviews and it will be Amazon’s trademark in making customers’ interaction with the products more efficient, fulfilling and helpful than ever.
Also, it might work wonders in increasing rating for the website as opposed to the faceless giant hosting products to sell.
The update announced by Amazon and reported by tech website Cnet, is programmed to automatically make sense of what it perceives to be helpful reviews and of course surface them before fake or ill-intended reviews.
What is a helpful and good review for Amazon’s already rolling algorithm? Well, a combination of factors. Firstly, the most recent reviews of one product are being taken into account.
Secondly, they must be posted by people who did purchase the product via Amazon and not a third party. Thirdly, the more ‘helpful’ tags a review gets from other customers, the more weight it gains.
The enhanced review system is meant to slowly overtake the star ratings featuring on Amazon. Certainly, these are helpful to some extent as well.
Yet, an average of the star ratings is not conclusive on the quality of a given product if the reviews contain some ill-intended comments, usually coupled with a very low star-rating.
For instance, one example cited by the Huffington Post refers to a Justice League volume. On Amazon, the star rating of this products is 4.2, indicative of the average of ratings coming from 13 reviewers.
One might notice the issue while browsing through the reviews where one user who did not purchase the volume via Amazon rated with only 1 star and a dismissive comment. This particular review was tagged 53 times as not helpful.
Yet, in the overall star rating system, it plays out as a determining factor.
For this reasons, Amazon is looking to further develop artificial intelligence algorithms that are capable of assessing the quality of a review and surface them as the most helpful to users.
To this extent, publishers must be a happy bunch. It means less headaches created by the cohort of junk reviews which are simply ill-intended.
Companies approve Amazon’s update to artificial intelligence rating too. One flawed product released on the website may bring a company down.
Provided there are updates to the said product, they will bring about a new set of reviews that will weigh heavier than those assigned to the older version.
Considering user reviews can make or break one product, the update that Amazon has in store should come as an invaluable smarter tool that can prevent abuse.
Image Source: reviewinc.com
