亚马逊推出新功能，打响PD大促第一枪

白鲸出海07-17

原标题：亚马逊推出新功能，打响PD大促第一枪！作者：小知来源：跨境知道（ID：kjzd360）题图来源 | Unsplash卖家们翘首以盼的亚马逊 Prime Day 终于来啦。图源：亚马逊7 月 16 日至 17 日，第十届亚马逊 Prime 会员日将在全球举行。各主要站点启动对应的北京时间分别为：Adobe 预测，今年 Prime Day 大促首日将带来 71 亿美元的线上收入，同比增长 ...

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根据活动、事件、目的和其他特定用例搜索和发现产品。值得注意的是，Rufus 不仅限于回答与购物相关的问题。据报道，它还能处理一些非购物类的询问，比如关于美国大选的问题。当被问及关键的选举议题时，Rufus 会引导用户查看亚马逊搜索结果，展示此话题的相关信息。该功能的全面上线，将是亚马逊大促的一个加分项。事实上，在今年 2 月份，亚马逊就小范围的推出并测试了 AI 购物助手 Rufus。不过当时只开放给了一小部分美国用户，因此并没有击起太多水花。COSMO 是否即将全面推出？同样是 AI 模型，亚马逊将在何时大范围启用 COSMO？这也是大多数卖家关心的问题。目前 COSMO 算法尚未全面投入应用，但近几个月来亚马逊已暗中进行了小范围试水。据悉，亚马逊从美国站关键词搜索结果里抽取了 10% 来测试新的 AI 排名机制，进行了为期几个月的 A/B 测试。从实验结果来看，COSMO 带来了显著的提升：在同一流量细分市场中，导航参与率提高了 8%，产品转换率增长了 0.7%，照此推算 COSMO 算法产生的优化一年大约能提升 49 亿美金销售额。COSMO 算法基于 LLM （大语言模型），能够更智能地分析用户行为背后的潜在意图，提供更加个性化的商品推荐。这意味着即使是排名靠后的商品，只要能满足消费者的个性化需求，也有机会获得更多的流量和订单。例如：消费者搜索“冬天的衣服”，往往意味着用户想要保暖的衣服。因此，平台会利用消费者搜索-购买行为的 COSMO 知识来增强搜索相关性预测。图源亚马逊 COSMO 算法文档截图这样一来，关键词是否将成为过去式？亚马逊采 COSMO 系统转向人工智能搜索，意味着过分关注产品的关键词变得不再那么重要。一位卖家对此评价：“Rufus 入口也好、COSMO 细化搜索流量也罢，即亚马逊买家最终会不会习惯和逐渐高频地去用这些搜索功能？如果有，意味着流量格局逐步演变，卖家的引流手段、链接编写规则，也将明显因此而改变。”总而言之，整个跨境电商行业拥抱 AI 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