Amazon puts a learning AI in charge of reviews - SlashGearChris DaviesAmazon has quietly tweaked its...

1. Amazon puts a learning AI in charge of reviews
Amazon puts a learning AI in charge of reviews - SlashGear
Chris Davies
Amazon has quietly tweaked its reviews algorithm, using machine learning to not only push fresher
feedback to customers, but learn which reviews are most useful. The changes, which went into
action on Amazon's US site late last week, could well make a noticeable difference to which
customer reviews show up top of the list and which are buried at the bottom; meanwhile, it could
also have a big impact on how many stars each product scores.
"The enhanced system will use a machine-
learned model to give more weight to newer,
more helpful reviews from Amazon
customers," a company spokesperson told
GeekWire. "The system will continue to learn
which reviews are most helpful to customers
and improve the experience over time."
That will initially be visible in two ways. First,
Amazon's machine learning system will adjust
the order by which reviews are shown
according to its ongoing assessment of which
are most important.
Currently, which review is seen first is generally shaped by the number of votes it has been given by
other shoppers.
Secondly, Amazon will take into account not only the average rating given by each reviewer to figure
out the overall star rating, but a number of other criteria. For instance, the age of the review might

2. be taken into consideration, along with whether it was left by a verified purchaser.
The change should address criticisms that products, although perhaps successful initially, can prove
less capable over time, but that those changes aren't visible in reviews because earlier, more
positive feedback remains the first seen.
Exactly how Amazon will calculate the weightings is likely to remain a closely-guarded secret, so as
to avoid unscrupulous vendors attempting to game the system.
SOURCE GeekWire
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