This is Part 2 of a multipart series focusing on how Amazon is using artificial intelligence (AI) and how B2B manufacturers can use AI to grow their business. You can read Part 1 here. Check back for more articles in the series.
In today’s digital world, content is king. And no place is that more true than on Amazon, where success is highly dependent on your content.
For the past year or so, the world has been set on fire by generative AIs that can write stories, poems, blog posts, and—YES—Amazon product listings. While you may have dabbled in generative AI for your own listings, Amazon itself has invested in building AI-powered tools to help sellers compete in its marketplace.
Let’s take a look at the AI-powered solutions that Amazon offers to enhance product listings, optimize content, and boost visibility. (NOTE: Amazon is still testing many of the tools and features discussed below, and not all of them are fully available to all Amazon sellers.)
Generative AI for Product Listings
Creating compelling product descriptions can be a daunting task, especially when you’re juggling thousands or even millions of SKUs. That’s why generative AI can be a real game-changer for sellers. Amazon’s generative AI assists in crafting engaging and persuasive product listings. Here’s what it does:
Automated Descriptions: Sellers provide basic information about their products—features, benefits, and unique selling points. The AI then generates multiple optimized descriptions, titles, and listing details, ensuring that each listing resonates with potential buyers. Additionally, Amazon can generate a product listing based on a product’s URL on your own website.
Consistency and Efficiency: With generative AI, it’s now easier for sellers to maintain consistency across their product catalog. Whether you’re selling artisanal handcrafted soaps or cutting-edge tech gadgets, Amazon’s AI tool ensures that your brand voice is applied across all your listings.
Image Creation for Ads: Amazon Ads recently introduced an AI-powered image generation solution in beta. This generative AI tool enables advertisers to create lifestyle imagery for their ads, streamlining the development of creative content and potentially improving ad performance. By integrating this feature into the Amazon Ad Console, advertisers can easily generate brand-themed images, refining them further through short text prompts.
AI-Powered Buying Assistant
Amazon recently rolled out Rufus, a generative AI-powered shopping assistant designed to enhance the customer experience. Trained on Amazon’s extensive product catalog, customer reviews, community Q&As, and information from across the web, Rufus answers customer queries related to shopping needs, product comparisons, and recommendations. It facilitates product discovery within the familiar Amazon shopping experience. Some of its features include personalized size guidance, AI-generated review highlights, and improved product listings.
To use Rufus, customers simply type or speak their questions into the search bar in the Amazon mobile app, and a Rufus chat dialog box appears at the bottom of the screen. This AI-driven assistant aims to make shopping easier and more convenient by providing accurate and context-aware responses to customer inquiries. This tool also holds promise for Amazon to effectively “move up the chain” to sell more complex B2B products, where additional context and application expertise are more important in making the buying decision.
Rufus is currently available in beta to select U.S. customers through the Amazon Shopping app, but will likely be rolled out to B2B customers in the near future.
Review Analysis and Sentiment Insights
Customer reviews are gold mines of information. Amazon’s AI dives deep into these reviews, extracting valuable insights:
Sentiment Analysis: Since 2022, Amazon has made available an AI that categorizes reviews based on sentiment—positive, negative, or neutral. It identifies recurring themes. For instance, if customers consistently praise the durability of your hiking boots, you know it’s a selling point.
Product Improvement Signals: Negative reviews often highlight pain points. The AI flags these areas, allowing you to address quality issues, improve packaging, or enhance customer support.
While AI still feels new to many of us, Amazon has been using AI-powered tools practically since it was launched. Today’s tools empower sellers to optimize content, enhance discoverability, and ultimately drive sales.
If you’re looking for help understanding how to incorporate AI tools into your Amazon program, give us a call. We’re happy to help you understand how AI can fit into your Amazon strategy.