“85% of buyers trust online reviews as much as a personal recommendation” – Gartner
Consumers are increasingly engaging with businesses through digital surfaces and multiple touchpoints. Statistics show that the majority of shoppers use reviews to determine what products to buy and which services to use. As per Spiegel Research Centre, the purchase likelihood for a product with five reviews is 270% greater than the purchase likelihood of a product with no reviews. Reviews have the power to influence consumer decisions and strengthen brand value.
In this post, we use Amazon Comprehend to extract meaningful information from product reviews, analyze it to understand how users of different demographics are reacting to products, and discover aggregated information on user affinity towards a product. Amazon Comprehend is a fully managed and continuously trained natural language processing (NLP) service that can extract insight about content of a document or text.
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