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Amazon (AMZN) is testing a new feature that uses generative AI to summarize customer reviews. It will provide a brief overview of what shoppers liked and disliked about a product, with a disclaimer that the summary is “AI-generated from the text of customer reviews.” This could be great for customers who find themselves overwhelmed by the sheer volume of reviews on popular products… or not.

Amazon has grappled with issues of bogus reviews in the past. The use of AI to summarize reviews could potentially amplify these problems, but I’m sure Amazon is on top of it.

What they are not on top of – at least, not publicly – is how they will deal with ChatGPT Plus bot traffic shopping on Amazon. This will reduce human web traffic, cut into their retail media business, and generally turn Amazon into a “lowest price, always” competitor. Bots aren’t loyal customers. Bots don’t care about Amazon Prime. Bots only care about the aggregate lowest price and fastest shipping time. Ouch!

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