By Rajwa Quasim
Amazon has introduced a new feature within Alexa for shopping that lets customers confirm whether a message they received is actually from Amazon. The tool will help customers verify whether emails, text messages, phone calls and other communications are genuinely from the company.
The feature is initially available in the U.S. and will be expanded to more regions in the future. Customers need to provide details such as where the communication came from, when it was received and what it said. The tool checks those details against the company’s record of every communication sent to customers, while other tools analyze general patterns such as URLs or scam language. The company said customers will receive a clear response to their query.
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Customers can ask questions like, “Did Amazon send me a text about a delivery problem yesterday?” or “I got a call about a refund from someone saying they’re from Amazon. Was that real?” The company said if the communication is from Amazon, it will respond, “Yes, this message is an official Amazon communication,” along with tips to secure the account. If it is not from Amazon, the customer will receive, “This message does not appear to match any official Amazon communication based on the information provided,” along with further help. If it is unable to verify the message, it will provide steps to resubmit more specific information.
The technology uses AI to compare what a customer received against a record of every message Amazon has sent by analyzing who sent the message, what it says, when it was sent and how it is formatted. The tool only confirms that a message is real when it is completely certain. The company said every communication submitted through Alexa for Shopping’s verification system is automatically reported to its customer protection and enforcement team.
Scott Knapp, vice president of worldwide buyer risk prevention at Amazon, said: “Scammers thrive when customers can’t easily verify whether a message is real. That’s why we built a tool to put certainty directly in customers’ hands, in real time, when they need it most. It’s part of our broader commitment to educate and empower customers and protect them against scams.”
Earlier this year, the company launched verify@amazon.com, which allows anyone to forward a suspicious message and receive confirmation about whether it originated from Amazon. Customers can also use a dedicated verification form through Amazon’s customer-service pages.
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According to Amazon, about 360,000 customers contact its customer service per year to ask whether a message they received is genuine or a scam.
Apart from this verification system, Alexa for Shopping already allows customers to find products, compare items and manage their shopping carts. It has also added a feature, “Update me When,” that sends consumers personalized notifications when something new or relevant happens that could lead to a purchase.