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Amazon has been a dominant force in online shopping, but its latest project, Starfish, aims to take its capabilities to the next level with artificial intelligence. The goal of Starfish is to make Amazon the most comprehensive and trusted source of product information globally.
The objective is to ensure that every product listing on Amazon is accurate, detailed, and easy to understand, whether it is sold by Amazon itself or by a third-party seller. If successful, the project could save sellers significant amounts of time and help shoppers find what they need more efficiently.
What is Amazon’s Starfish AI project?
Starfish is a long-term initiative centered around generative AI. The system collects product data from various sources across the web, including external websites and images, and uses large language models (LLMs) to create complete, correct, and consistent product listings. Amazon anticipates that Starfish could increase sales by $7.5 billion in 2025 by enhancing conversion rates and expanding product variety.
How Amazon is using AI to improve product listings
Building on previous AI tools tested in 2023, Starfish can automatically generate product images and video ads, fill in missing data for third-party listings, and enhance product titles, bullet points, and descriptions for relevance. Amazon aims to scale this effort across millions of listings, collecting data from 200,000 external brand websites to enrich its catalog and support features like “Buy for Me.”
Why Amazon built the Starfish AI for marketplace listings
Creating product listings manually can be slow and inconsistent, posing challenges for Amazon to offer a vast selection with reliable information. By automating listing creation tasks, Starfish helps sellers save time and focus on selling, while improving conversion rates and customer satisfaction. Additionally, this move positions Amazon to compete more directly with Google Shopping as a central hub for product information.
Amazon’s Starfish AI is expanding globally
Amazon is testing Starfish’s effectiveness through A/B comparisons and preparing to roll out bulk listing tools globally. This initiative is not just about enhancing Amazon’s website but revolutionizing how product information is gathered, created, and shared at scale.
What does this mean for you as an Amazon shopper or seller
For Amazon shoppers, Starfish could lead to faster access to clearer and more accurate product listings, especially for niche or hard-to-find items. Sellers may benefit from streamlined listing creation processes, saving time, reducing errors, and boosting sales performance. However, there may be concerns about data usage and the quality of AI-generated content.
Kurt’s key takeaways
Amazon’s Starfish project represents a significant shift in e-commerce by leveraging web scraping, AI models, and deep integration into its Marketplace. While offering more convenience and better results, it raises questions about transparency, data ownership, and the role of AI in online experiences.
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