Shopper marketing blog

Paul and Freddie

Paul Lees CEO and Freddie Matcham Baker Marketing intern working together

Recent Posts

Do shoppers read the Amazon AI Product Reviews Summaries?

Posted by Paul and Freddie on Jun 24, 2024 8:09:58 AM

The recent meteoric rise of artificial intelligence (AI) models is revolutionising how we interact with computers and access information online. But has AI made a significant difference in ratings and reviews, and is it what shoppers want?

Amazon has rolled out generative AI to create succinct product-level summaries of reviews for many of its products to support shoppers' decision-making process. Several clients have asked us to explore how this has impacted a shopper’s experience when using Amazon and understand how these features are perceived compared to ‘traditional’ ratings and reviews.

To do this, we created a study to research how regular Amazon shoppers use the site. The study simulates the shopping process for a selection of grocery category products. 

We received over 2500 responses, and our key findings challenge the notion that AI automatically benefits users.

The 4 key takeaways are:

  1. Individual Ratings and reviews are as important as ever
  2. Shoppers don't hang around when shopping for groceries on Amazon
  3. Amazon's AI features are hardly used or even noticed
  4. There is little evidence of AI improving the shopping experience, but the generations split opinion
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Topics: Grocery, FMCG, Rating and Reviews, ecommerce, CPG, Shopper Insights, Amazon, Insights

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