American e-commerce company Amazon has invested a total sum of Rs 13,800 crore in India and is relying heavily on machine learning and artificial intelligence (AI) to goose up market share in the country.


Planning to Launch Event-Based Deals

Amazon is planning to launch event-based deals in India. These deals will specifically be offered on occasions such as Rakshabandhan or Diwali. These deals are currently available in its US market.

“Advertising is another area where we use machine learning. It helps in showing relevant advertisements and promotions to users based on search queries,” said Rajeev Rastogi, director for machine learning at Amazon.


Using Technology to Tackle Fake News

Amazon is working on incorporating a queries section on its mobile application. It 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,” Rastogi said.


Looking to Provide Content in Regional Languages

The Seattle based e-commerce firm is also planning to provide content in regional languages to expand its reach and enhance engagement in tier II and III cities. Amazon India additionally plans to enlist more SMEs online from these smaller towns and urban communities. The organization guarantees that more than 80% of its activity originates from cell phones, and in perspective of this, the organization had prior propelled a light application of 2MB for such regions.

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