E-commerce giant Amazon is taking its commitment to enhancing the online shopping experience to new heights by leveraging artificial intelligence (AI) technology. Addressing the persistent challenge of finding the right-sized apparel online—a leading cause of returns—the company has deployed large language models, generative AI, and machine learning to power four innovative features.

According to a recent study by Coresight Research, the average return rate for clothing ordered online stands at 24.4%, significantly higher than the overall online return rate. To combat this trend, Amazon has introduced AI in personalized size recommendations, a "Fit Insights" tool for sellers, AI-generated highlights from fit reviews, and reimagined size charts.

These features, including a deep learning algorithm for personalized size recommendations, "Fit Review Highlights" that summarize customer sentiments on fit, and improved size charts for accuracy, showcase Amazon's commitment to revolutionizing the online apparel shopping experience. The incorporation of AI extends beyond customer-facing improvements, offering sellers valuable insights to enhance communication on sizing and guide future manufacturing efforts, marking another significant stride in Amazon's AI-driven innovations.