Amazon planning major revamp that will change search experience – Search Engine Land

Amazon is gearing up for a significant overhaul that will transform the search experience across both its website and app.

The retail giant is set to roll out upgraded generative AI capabilities that offer a more conversational, detailed, and personalized user experience in the US from January.

Shoppers will be able to use this new technology for real-time product comparisons and to seek additional details, reviews, and recommendations tailored to their search context, reports Business Insider.

Why we care. Advertisers should closely monitor these developments to gauge their impact on ad visibility. Should the changes prove to be as substantial as claimed, digital marketers may need to reassess their campaign strategies accordingly.

A new world. The decision to revamp Amazon, which has been codenamed Project Nile, reportedly comes from new VP Joseph Sirosh, a former Microsoft AI executive. During a company-wide presentation, he told his team:

• “We have a big task ahead of us. We…

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