Think Like Amazon: Brands Deploy Smart Filters, User-Generated ContentRegardless of whether they need to work with Amazon, DTC brands should think like the online giant to boost conversions.

[Collection]Artificial intelligence is now more accessible than ever, and the pilfering of customer data to boost AI-powered product recommendations isn’t just an Amazonian tool, as more and more direct-to-consumer brands are leveraging this data to improve conversion. Amazon sits atop a culture of innovation using machine learning, deep learning and artificial intelligence, not all of which was developed in-house, as the technological infrastructure that forever jolted e-commerce. Having the guts to fail forward and define a new landscape with the customer, and content, as king is unignorable and reverberations are still felt among fashion e-tailers, small and large. The product review feature reel captures user-generated content, wherein anyone who shopped a product and had the time to provide their feedback becomes either a good faith testimonial or scathing blast to brand loyalty; it’s similar to word-of-mouth, yet it’s Internet-friendly, and it provides quick confidence to online shoppers. And in two separate surveys, online customer reviews are seen to generate trust and inform purchasing decisions. As eMarketer reported from Bizrate Insights data earlier this year, nearly 25 percent always referenced reviews, 40.8 percent often referenced reviews and 25.6 percent occasionally looked at online reviews. Separately, BrightLocal, a search results focused company aiding small business,

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