Top News

Amazon is turning to artificial intelligence to help customers determine whether messages claiming to come from the company are genuine or scams.

The retailer said around 3.6 lakh customers contact its customer service teams every year to ask whether an Amazon communication they have received is authentic. The company is now allowing customers to seek an answer through its AI-powered Alexa for Shopping service.

AI checks messages against Amazon records

Amazon said the new system can verify whether a communication originated from its systems by comparing it against billions of messages sent worldwide.

The AI examines information including the sender, message content, timing and metadata before determining whether the communication is genuine. Amazon said customer reports of suspicious messages will also help improve the system’s ability to identify scams over time.

The move comes as online scams increasingly imitate familiar Amazon communications. Fraudsters commonly use fake order confirmations, Prime membership alerts, account suspension warnings, delivery notifications and bogus job offers to trick consumers.

Customers get another way to verify suspicious messages

Amazon had earlier introduced an email-based verification service that allows customers to forward suspicious messages to the company and receive confirmation about whether they are genuine. Customers can also use an online form through Amazon’s customer service platform.

The new AI option is intended to make the verification process quicker and more accessible.

Alexa expands its role in online shopping

The development also reflects Amazon’s broader strategy for Alexa, which is increasingly focused on shopping assistance and proactive support.

Alexa for Shopping can help customers discover personalised deals, create shopping guides, reorder frequently purchased products, provide AI-generated product overviews and even interpret handwritten shopping lists.

Amazon has also introduced alerts that can notify users about developments they may be interested in, such as a favourite brand launching a product, a new book from an author they follow or a new music release.

Alexa for Shopping is available through Amazon’s website and mobile app, giving customers another tool to check suspicious communications before responding to potentially fraudulent requests.