Overview

Amazon is extending its AI‑powered Fit Insights sizing analytics to nine European marketplaces, including Germany, France, Italy, Spain, the Netherlands, Belgium, Sweden, Poland, and the United Kingdom. The rollout, effective immediately for eligible Brand Registry sellers, gives apparel and footwear brands a data‑driven way to reduce the costly problem of fit‑related returns across the continent.

Key Points

• Marketplace coverage — The tool is now live on nine EU and UK sites, allowing brands registered in each market to tap the same insights previously limited to North America and other regions.
• Return‑health score — Every eligible SKU receives a rating from “very poor” to “excellent” based on its historical return patterns, giving sellers a quick triage metric.
• Competitive benchmark — Sellers can see how their return percentages stack up against top‑performing items in the same price bracket and style segment, highlighting gaps in sizing accuracy.
• AI‑derived sentiment — Machine learning aggregates review comments and return reasons into concise summaries that isolate fit, quality, and price concerns for each product.
• Size‑chart guidance — The system delivers concrete recommendations on how to modify size charts—such as widening a shoe last or adjusting a dress’s bust measurement—to align listings with regional expectations.
• Eligibility requirement — Only brands enrolled in Amazon Brand Registry for the specific European marketplace, and their authorized resellers, can access the dashboard.

How Fit Insights Works

1. Data ingestion — The engine pulls return records, size‑chart data, and customer review text for each clothing or shoe SKU across the selected marketplace. Example: A men’s sneaker listed in the UK pulls 2,400 return entries and 1,800 review snippets for analysis.
2. Pattern detection — Machine‑learning models identify recurring themes, such as “runs narrow” or “too long in the sleeves,” and assign a severity weight based on frequency.