Amazon Launches AI-Powered Fit Finder to Target High Fashion Return Rates
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Online fashion retailers face high return rates, up to 25%, due to sizing and fit issues. Returns are costly for retailers.
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Amazon introduced an AI-powered "Fit Finder" to recommend sizes based on brand differences, reviews, and past purchases.
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The tool processes reviews to summarize fit, size accuracy, and fabric stretch. The improved size charts standardize sizing across brands.
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A "Fit Insights" tool helps brands understand customer fit issues to improve sizing communication and reduce returns.
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By addressing the top reason for fashion returns, Amazon aims to improve the online shopping experience and fulfill its customer-obsessed mission.