Amazon's AI features, despite being valuable, often lack discoverability, hindering user engagement. Users frequently overlook these features due to non-standard placements, unclear labeling, and competing information. Case studies show that even recognized features like “Rufus” chat and AI search prompts went unnoticed by regular users. To improve discoverability, it's recommended to apply standard design patterns, use clear language, and conduct user research. Over time, mental models may adapt, but immediate improvements are necessary to enhance user interaction with AI functionalities.
AI Discoverability: Amazon’s Mistakes
