Amazon is piloting a new program that automatically modifies sellers’ listings

According to sellers’ feedback, Amazon is working on a new plan - using AI capabilities to generate richer product information, that is, to modify the listing. If the seller does not give consent or rejection in a timely manner, Amazon will modify it by default and publish it automatically.

Amazon pilots new program

In recent days, seller @敏哥跨交记 found that Amazon began to automatically modify some listings. In the background, some sellers will see a "product information update" prompt. Amazon said that the platform is using AI functions to enrich the content of some ASINs of sellers. Sellers need to review the changes before these updates are released.

Entering the review update page, the first thing that comes to mind is a striking reminder: Amazon is working on a new program that uses AI capabilities to generate richer product information, and sellers' feedback is very important to it. If the seller does not take action before the deadline, the Amazon system will modify it by default and automatically publish it after the feedback deadline expires. However, sellers can still control the published changes, and after the deadline, sellers can contact support to make any changes.

To review a proposed listing update, sellers must:

1) Download the Excel file with the suggested changes

2) Review the updates, provide feedback and save in this Excel file

3) Upload a file containing your feedback before the feedback deadline

4) Monitor the status of submitted files to perform any other necessary actions.

It should be noted that "Review Product Information Updates" does not provide an option to join or opt out of this service.

According to Brother Ming, by clicking the "Download for Review" button on the review page, you can see the ASIN attributes, current values, and system recommended values ​​in the table. You should carefully check whether the changes recommended by the system are reasonable.

"Generally, AI recommendations may not be accurate. If the system's recommendations are reasonable, you don't need to modify them. The system will automatically update them. If they are obviously unreasonable, you need to select 'Disagree' in the Feedback column, select the corresponding reason, click the upload button under 'Upload Feedback', and wait for the status to change to 'Review Completed'."

Amazon hopes to adjust listings through artificial intelligence to achieve better sales results, but AI may not have an advantage over sellers who have spent a lot of time studying wording and sentence structure. AI-generated content may be more in line with Amazon's requirements, but it may not be in line with the platform's algorithms. Especially for mature products that have been running for many years, interfering with it may affect the weight of the listing and order performance.

Previously, there have been several cases in the industry where Amazon used AI to automatically modify listings, which made sellers feel like they were facing a formidable enemy. The modifications included product categories, listing titles, etc., and by the time sellers discovered them, the modifications had often been completed. If they wanted to restore the changes, they had to open a case and contact the Amazon team to modify them, and they might not be able to fix them successfully.

After Amazon’s automatic adjustment, many sellers saw a drop in orders. One seller said that Amazon changed its product classification to an unrelated category, resulting in a large loss of organic orders, from 70% to 20%.

Therefore, if sellers receive this type of "product information update" prompt, it is necessary to review them one by one to avoid erroneous changes to the listing.

AI algorithm COSMO is expanding its application , and sellers need to keep up

A few months ago, Amazon officially launched COSMO, a new AI-driven algorithm. Since then, AI has been increasingly used on the Amazon platform, changing search, listing writing, review display and other links in order to accurately discover users' shopping intentions and provide suitable products .

Rufus appears on search page, image search speeds up shopping

In July, Amazon opened its AI shopping assistant Rufus to all US users, and the feature was put to good use during the Prime Day promotion. In addition to the fixed entrance on the mobile terminal, Rufus also rushed into the search page, and some sellers saw the entrance of Rufus randomly appearing at the front of the search page.

"For example, when searching for Office Chair, Rufus and related questions appear under the first four products . Selecting a question will directly recommend a product. When searching for dress, the Rufus entrance and questions also appear on the first page. After the buyer selects the corresponding question, Amazon will recommend the next round of keywords for multiple rounds of searches." The seller said, "You can view Rufus' preset questions and next recommended content under your category keywords and adjust your listing content in a targeted manner."

In addition to keyword search, Amazon has also stepped up efforts to promote visual search. Now, buyers can upload pictures, take photos or scan barcodes through Amazon Lens to find exact matches and similar products. Amazon data shows that the number of users using Amazon Lens increased by more than 50% last year, and the number of photo searches using the tool more than doubled.

This feature simplifies the shopping process for users. For example, after taking a photo to search with the camera, buyers can sort a wide range of products by price, customer ratings, and fast delivery options. They can also add text to the search results to further optimize the results, such as entering to change the product color.

AI review summaries are more detailed

Last year, Amazon launched an AI review summary feature that allows users to judge at a glance whether a product is suitable for them. Now this feature is more detailed.

At the top of the review area is a product summary generated based on actual reviews. Click on the words or phrases below to view an overview of specific features. Green check marks represent positive feedback, orange minus signs represent negative feedback, and gray feedback without a check mark or minus sign represents neutral feedback.

By clicking on the feedback of a specific feature, users can see the number of times the feature is mentioned, the number of positive and negative reviews related to the feature, and the review snippets that mention the feature. This extremely refines the product reviews, allowing users to quickly obtain information and decide whether the product is suitable for them. The importance of the number of reviews has been significantly weakened.

Generate links to promote to European sites with one click

Following the US site, Amazon extended its AI-generated listing tool to the European site at the end of June. Sellers only need to provide a few descriptive words or upload product pictures to generate eye-catching product titles, descriptions and other detailed information . Sellers in France, Germany, Italy, Spain and the UK can use it to simplify their work.

AI has already penetrated into daily work. Amazon conducted a study of 2,500 small and medium-sized European sellers and found that 74% of early adopters have used it to improve content , 77% have saved time and improved efficiency , and 72% have improved profitability .

Small and medium-sized sellers believe that by using AI, they can reduce the time to write product descriptions from an average of 8 hours to 1 hour, and reduce the time to update product descriptions from an average of 7 hours to 1 hour. Moreover, more than a third of sellers believe that AI- generated content can improve product discoverability when customers search.

AI applications on Amazon are becoming more and more widespread, and sellers may usher in a new era of sales.