Amazon has begun to roll out a new generative AI-powered tool aimed at speeding up decision making for customers reading product reviews.

Currently available to a subset of mobile users in the US, the new tool helps display a short ‘review highlights’ paragraph on the product detail page.

By highlighting features and general customer sentiment frequently mentioned across written reviews, Amazon says the new feature will help customers “determine at a glance” whether a product is right for them.

The summaries also enable customers who want to know whether a product is easy to use, for example, to quickly “surface” reviews mentioning “ease of use” by tapping on that product attribute under the review highlights.

As it continues to improve the reviews experience, Amazon is working to ensure customers continue to see the content and opinions that will be of most value to them, said the e-commerce giant.

Our community guidelines help both our machine learning models and our human moderators “keep the community safe and the reviews relevant”, it added.

Amazon’s generative AI rollout comes ahead of the UK’s Digital Markets, Competition and Consumers bill, which is expected to pass into law next year.

The bill aims to promote “free and vigorous” competition among businesses and will also bestow upon the Competition and Markets Authority new enforcement powers to tackle issues including fake reviews.

Details of the bill come amid findings by consumer champion Which? that over a dozen Facebook groups are trading fake positive reviews for sites including Amazon on the platform in exchange for either free products or payment.

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