Amazon(US:AMZN) Sou Hu Cai Jing·2026-01-17 05:37Core Insights - The article discusses the transformative impact of AI on e-commerce, suggesting that the industry is entering an "Answer Era" where AI can provide direct answers to consumer needs rather than just search results [3][5]. Group 1: AI in E-commerce - The shift from traditional e-commerce to AI-driven platforms will change the consumer experience from searching for products to having conversations that yield direct answers [5][17]. - AI can streamline the shopping process by eliminating the need for consumers to translate their needs into keywords and sift through extensive product lists [4][6]. Group 2: User Experience Enhancements - AI will enable users to express their needs in natural language, resulting in a more intuitive shopping experience where they receive a few optimal product recommendations instead of hundreds of options [6][18]. - The AI-driven approach aims to reduce the "transaction cost" of shopping by minimizing the tedious aspects of product comparison while preserving the enjoyment of browsing [19]. Group 3: Implications for Businesses - Businesses will need to adapt their marketing strategies from SEO (Search Engine Optimization) to GEO (Generative Engine Optimization) to align with AI recommendations [21]. - The competitive landscape will shift, as products that do not make it into the top recommendations may face significant visibility challenges, potentially leading to a decline in sales for those items [20][21]. Group 4: Engineering Capabilities - The article emphasizes that companies do not necessarily need to develop large AI models; instead, they should focus on integrating existing AI capabilities effectively into their business processes [24][25]. - Successful implementation of AI features, even simple ones, can lead to substantial revenue increases, as demonstrated by Amazon's experience [26].