Amazon has unveiled a new AI feature designed to assist customers in identifying scam messages, a move aimed at enhancing user security. The retailer revealed that approximately 360,000 customers annually contact its support team to verify the authenticity of communications they receive.
The AI, integrated into the Alexa for Shopping service, can confirm whether a message originated from Amazon by cross-referencing it with billions of communications sent globally. This system evaluates sender information, message content, timing, and metadata to determine legitimacy. As customers report more suspicious messages, the AI’s ability to detect scams is expected to improve over time.
This initiative follows Amazon’s ongoing efforts to combat various types of scams, including fraudulent order confirmations, Prime membership alerts, and job-related scams. Earlier this year, the company launched an email service, verify@amazon.com, allowing users to forward suspicious emails for verification.
Additionally, Amazon has enhanced Alexa’s capabilities to focus on shopping assistance. The virtual assistant can now provide personalized deals, create shopping guides, and help users manage their shopping lists. Recently, a new feature was introduced allowing customers to set alerts for product launches from their favorite brands or authors.
Alexa for Shopping is accessible via both the Amazon website and mobile app, making it easier for customers to utilize these new features.