Not long after reports surfaced that eCommerce behemoth Amazon was offering sellers an AI tool to help them write product descriptions, the company announced it is introducing even more ways to use the generative practice.

In a company blog post published Monday, Amazon announced it has unveiled a new AI feature that summarizes product reviews for customers. The company said the feature will help customers see what others are saying about products, but at a much quicker rate than before.

“We want to make it even easier for customers to understand the common themes across reviews, and with the recent advancements in generative AI, we believe we have the technical means to address this long-standing customer need,” Amazon said in its blog.

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​​The company said it started testing the feature earlier this year to help shoppers learn what other customers think of a product “at a glance” without having to peruse individual reviews. Amazon said the tool picks out recurring or common themes and summarizes them in short paragraphs.

Some mobile users already have access to the AI-created product reviews, but access may be expanded “in the coming months,” the company said. Customer feedback will help determine whether Amazon chooses to expand the tool.

“Now available to a subset of mobile shoppers in the U.S. across a broad selection of products, the AI-generated review highlights also feature key product insights and allow customers to more easily surface reviews that mention certain product attributes,” the company said. “For example, a customer looking to understand whether a product is easy to use can easily surface reviews mentioning ‘ease of use’ by tapping on that product attribute under the review highlights.”

Whether positive or negative, Amazon said it would continue to welcome “authentic reviews” but would prohibit “fake reviews” that may purposefully mislead customers by providing information that is not impartial, authentic or intended for that product or service.

The company said it will employ machine learning models that analyze data points to detect risk, including:

• Relations to other accounts
• Sign-in activity
• Review history
• Other indications of unusual behavior
• Expert investigators that use sophisticated fraud-detection tools

Amazon also is reportedly testing another generative AI tool for sellers that writes product descriptions. The new tool reportedly lets merchants create bullet points, descriptions and titles for products. By entering keywords that describe their products, the AI suggests a title and details for the listing based on those specific words.

During the company’s 2023 second-quarter earnings call, CEO Andy Jassy confirmed that essentially every team at the company was working on some kid generative AI.