TECH MARKETING
Here’s a follow-up to our report about how Amazon uses AI to detect damaged goods: researchers from Amazon Fulfillment Technologies in Berlin, Germany have been developing AI capabilities to flag defective products before shipping.
Amazon said this will drop the time-consuming six-point visual check performed by employees. As for sellers like you, this development can significantly reduce your return rates—and stress.
🤏 Large inventory, small data
That’s the challenge most damage detection technologies face, including Amazon’s. To solve this, the German research team fed reference images of a “good product” to a machine learning model. This will teach it where to compare a damaged one.
They also trained the software to build its own mental model. 🧠 We won’t bore you with the technical stuff, but here’s the overview of how they made it happen:
- Computer vision is used to scan every item that goes through the warehouse.
- Millions of images of damaged and undamaged goods were used as references.
- The damage detection model used these references to identify patterns and detect anomalies.
❔ Can AI fully replace humans?
AI-powered product checks are 3x more efficient than manual ones. But that’s because AI only focuses on this task. The workers still do most tasks, including teaching the tech to make better decisions.
So to answer the question, no, AI can’t replace humans. But they can definitely work together to make everything better. 🤝
SPONSORED POST
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BITES OF THE WEEK
- Did you know Amazon is the most successful manufacturer of Arm server chips? The retail giant accounts for over half of the deployed Arm-based server CPUs. - The Register
- Google says you don’t need a niche site to rank. Any page, even those not on the site of a related niche, can rank well based on certain criteria. - Search Engine Roundtable
- Thanks to advanced technology and algorithms, you can now launch ad campaigns on YouTube. But if it’s your first time, you better learn the basics to make sure you optimize your ads on the platform. - HubSpot
- Holiday season is coming in hot. You know what this means—time to prep your holiday games with some fresh holiday marketing tips. - Social Media Today
SOCIAL PULSE
How to share your brand story using Threads
Within five days after its launch, Threads had already amassed 100 million users. That’s 100 million potential targets you can direct to your listings.
But how exactly do you navigate this platform to do that? HubSpot shared how brands make the most of Threads to widen their reach.
🔥 Threads vs. X
Comparing these two is unavoidable because Threads is Meta’s version of X (formerly Twitter). Although they’re both micro-blogging platforms, their features aren’t exactly the same.
For starters, Threads is accessible only via Instagram. And unlike X, it doesn’t have hashtags or a “For you” page. It does allow more characters, having a 500-character limit compared to X’s 280.
🧵 Growing sThreadily
All in all, Threads is best for two-way communication, whereas X is more suited for one-sided sharing. This could be why the former has become the go-to channel of most news pages AND big brands, such as:
- Coca-cola. Their Threads account features light-hearted jokes, memes, and icebreakers.
- Anthropologie: The retail company uses Threads to post influencers wearing their products. This way, they introduce their brand’s personality while maximizing exposure. Smartypants, right (pun intended 😉)?
❔ How should you use Threads for your brand?
Simple—use it to show who and what your brand is.
Threads is designed to “foster a positive and creative space.” What could be more positive and creative than your own brand story?
BYTE-SIZED BRIEFS
4 ways to avoid cringey and offensive copies
As sellers, you naturally want to appear proud and confident about your brand. But some tend to overdo it, which results in copies that make readers cringe.
✍️ CopyTribe founder Michal Eisikowitz shared some tips on how to write copies that highlight your brand’s best features without offending your audience:
1. Tailor your approach based on the product/service category
Keep in mind that not all offers are the same.
- For personal products/services (healthcare products, mental health counseling, etc.), use a gentle and sympathetic tone.
- For technical or impersonal offers (cookware, booking services, etc.), you can directly mention the problem that your product/service can address.
2. Keep it concise
The general attention span of humans is getting shorter these days. To maintain shoppers’ interest, contain problem descriptions in 2-4 sentences. Besides, the only thing worse than an offensive or cringey copy is a long offensive or cringey one. ✂️
3. Soften your tone
You can do this using weasel words like “may,” “could,” etc. This prevents readers from feeling bad about themselves.
4. Write in the third person
This way, they wouldn’t feel like being blamed for whatever pain point you want to help them with. (See what we did there?)
💭 Best tip: Think before you post
The good thing about copywriting is that you can have unlimited checks on what you wrote before publishing it. So think hard before you post to ensure your copies won’t paint your brand as a villain.
