Amazon Leverages AI to Offer Customers Personalized Size Recommendations and Improved Fit Insights to Reduce Returns
-
Amazon is using AI like large language models and machine learning to help customers find better fitting clothes when shopping online, addressing a top cause of returns.
-
New features include personalized size recommendations, "Fit Insights" for sellers, highlights from customer fit reviews, and improved size charts.
-
The personalized recommendations consider relationships between brand sizing, reviews, and customer preferences to suggest best sizes.
-
"Fit Review Highlights" summarizes customer feedback on fit from reviews using AI summarization.
-
A "Fit Insights" tool provides sellers with aggregate customer fit feedback to improve sizing communication and manufacturing.