Amazon announced on Wednesday that its consumer AI service, Alexa for Shopping, can now help customers determine if suspicious messages are scams. The company stated that approximately 360,000 customers annually contact customer service regarding the authenticity of messages.
The AI system can "definitively" confirm if a communication originated from Amazon's systems by checking it against a vast database of messages. It analyzes various factors, including sender information, content, and message metadata, to verify authenticity.
This new capability builds on Amazon's previous efforts to combat scams, which include fake order confirmations and account suspension warnings. Earlier this year, Amazon launched verify@amazon.com and an online form for customers to forward suspicious messages for verification.
Alexa for Shopping is accessible via the Amazon website and mobile app. The retailer also recently added a feature allowing customers to set alerts for new product launches or releases from favorite brands or artists.