What: Amazon Fashion has introduced new AI-driven features to address the fit problem in fashion e-commerce.

Why it is important: The new tool aims to address the fit problem in fashion e-commerce, reduce returns, and improve the overall shopping experience for customers and brands.

These updates include personalized size recommendations, AI-generated Fit Review highlights, and standardized size charts for customers. One significant addition is the Fit Insights Tool, designed to provide brands with AI-driven insights on product fit and sizing issues based on customer feedback. The tool uses large language models to extract and aggregate customer feedback to identify defects in size charts, offering brands valuable data to improve their products and sizing information.

The personalized size recommendations algorithm evaluates sizing relationships between brands, reviews, and customer fit preferences to recommend the best-fitting size for each individual. The AI-generated fit review highlights summarize customer feedback, helping shoppers make informed decisions about sizing.

Lastly, Amazon has improved its size charts using AI to enhance accuracy and consistency, making them easier to follow and potentially addressing the variability in sizing systems across styles and brands.

Amazon points AI at fashion fit problem