Amazon turns to AI to help customers find clothes that fit when shopping online
2 mins
Published by: Valery Zayaarskaya
18 March 2024, 10:40PM
Amazon is using AI to assist customers in finding clothes that fit better during online shopping.
The company addresses the high return rate for online clothing purchases, which stands at 24.4%.
Four AI-powered features have been introduced by Amazon to address this issue, including personalized size recommendations and a "Fit Insights" tool for sellers.
Personalized size recommendations utilize AI to suggest the best-fitting size for customers based on various factors such as brand size systems and product reviews.
AI is also employed to enhance size charts by extracting and refining data from multiple sources, resulting in more accurate measurements.
Amazon turns to AI to help customers find clothes that fit when shopping online
Amazon is now using AI to make online apparel shopping easier for customers. The company has introduced four AI-powered features to help customers find clothes that fit, addressing a common challenge in online shopping.
Online clothing returns are high, with a 24.4% return rate, which is higher than the overall online return rate. Customers often buy multiple sizes or colors and return what doesn't fit, making online returns more common.
To tackle this issue, Amazon has introduced AI in four ways: personalized size recommendations, a "Fit Insights" tool for sellers, "Fit Review Highlights" from customer reviews, and improved size charts.
Personalized size recommendations use AI to suggest the best-fitting size for customers based on brand size systems, product reviews, and customer fit preferences. The system adapts as the customer's size needs change.
"Fit Review Highlights" extract information about the apparel's fit from customer reviews, helping users understand size accuracy, garment fit, and fabric stretch without reading through hundreds of reviews.
AI is also used to improve size charts by extracting and cleaning data from multiple sources to provide more accurate measurements.
Sellers receive AI-powered insights through the Fit Insights Tool, helping them understand customer fit needs and improve sizing communication. This data can also guide future manufacturing efforts.
These AI advancements join other recent improvements like generative AI tools for product descriptions and enhanced product images, which aim to enhance the overall shopping experience on Amazon.
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