Amazon Fashion is incorporating the power of Artificial Intelligence (AI) into its system making customer reviews, size charts, nuance between brands, and individual preferences to help customers find the perfect fit and improve their shopping experience.

Understanding the importance of customer feedback, Amazon Fashion introduces Fit Review Highlights, a dynamic feature generated by AI that analyses common themes across reviews, and creates personalised highlights for each customer based on their recommended size.

The system uses advanced language models and extracts valuable insights from customer reviews, including size accuracy, garment fit, and fabric stretch, presenting this information in an easily digestible format.

Amazon Fashion will also be transforming size charts, using Large Language Models (LLMS) to extract, clean, and standardise relevant data from multiple sources, creating a more accurate and visually engaging product

For brands and selling partners, Amazon Fashion introduces the Fit Insights Tool. This tool extracts and aggregates customer feedback on fit, style, and fabric to detect defects in size charts, reduce fit-related returns, and refine future designs based on customer insights.