Amazon rolled out on Friday a new reviews system that will help customers decide which product is better with machine-learning technology. The new system will prioritize newer reviews, reviews from verified Amazon purchasers and those that more customers vote up as being helpful. Just like a digital personal assistant, it will take time for the feature to really be helpful and be noticed by customers.
“The system will learn what reviews are most helpful to customers…and it improves over time, it’s all meant to make customer reviews more useful.” Amazon’s Julie Law told CNET.
Amazon has been constantly looking to improve its reviews system, taking out fake reviews that websites might use to either improve the rating of its product or lower the rating of a competitive product. Reviews have a large influence on whether customers decide to buy that product or not, so it’s essential that Amazon makes it accurate and helpful.
“It’s just meant to make things that much more useful,” Law said, “so people see things and know it reflects the current product experience.”
Sometimes products fix small issues customers complain about, but new customers don’t know about it when reading a bad review complaining about the problem that’s already fixed.
“With the new system,” Law said, “These small modifications should become more noticeable when shoppers are buying products.”
The new platform is only available in the US right now, and we don’t know yet if it will roll out to other countries.