Amazon To Push Its Market Share In India
Amazon To Push Its Market Share In India

Amazon, which has invested over Rs 13,800 crore in India, is relying heavily on machine learning and artificial intelligence (AI) to goose up market share in the country.

Rajeev Rastogi, director for machine learning at Amazon, said both transformative technologies are being used in several ways to improve customer experience. Apart from guiding sellers on categorisation, Amazon also tracks products that have high sales during festivities or holidays, and based on such factors, it suggests the best products and deals that can woo customers. The Seattle-headquartered company soon plans to launch event-based deals in India. These deals will specifically be offered on occasions such as Rakshabandhan or Diwali. Using technology, we are also improving our catalogue, which is the overall data quality. At times, product images are quite poor or many attributes like colour or material are missing. In such cases, the platform analyses the product and fills the content which vis-à-vis improves the product search listing.”

Rastogi said “We are also looking to make reviewing more conversational, where customers can be suggested better choices,” Rastogi said. Amazon is also using technology to tackle the problem of fake reviews. “Rationally, one customer will not post 7-8 reviews in a week. A genuine customer will take ample time to review a product or will do it once at a time. There are many such signals that the algorithm looks out for before removing these fake reviews.”
Amazon India also plans to register more SMEs online from these smaller towns and cities. The company claims that over 80% of its traffic comes from mobile devices, and in view of this, the company had earlier launched a light app of 2MB for such regions.
 

 
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