Amazon, the world’s largest online retailer, is embarking on one of its most ambitious projects yet—codenamed Starfish—to create the ultimate source of information for every product on the planet. Leveraging cutting-edge artificial intelligence, Starfish aims to build a comprehensive, accurate, and constantly updated global product database that could revolutionize not only online shopping but also supply chains, logistics, and consumer trust.
Starfish is Amazon’s internal initiative to harness AI and machine learning for aggregating, verifying, and enriching product data from countless sources worldwide. The goal: to create a single, authoritative repository of information for “all products worldwide,” including details like specifications, availability, pricing, reviews, certifications, and more.
Pulling product information from manufacturers, retailers, distributors, and even user-generated content across the web. Using natural language processing and cross-referencing to identify and correct errors, remove duplicates, and verify authenticity.
Continuously monitoring sources for new products, price changes, discontinued items, and evolving specifications. Assigning unique identifiers to each product, making it easier to track and compare items across different platforms and geographies.
Consumers will have access to the most accurate, complete, and up-to-date product information, helping them make better purchasing decisions.
Enhanced search and filtering, powered by AI, will make it easier to find exactly what you’re looking for—even for obscure or niche products.
Verified reviews, certifications, and detailed specs reduce the risk of counterfeit or misrepresented goods.
Smaller brands can compete more effectively as their products are accurately represented and easily discoverable.
With better information, customers are less likely to buy the wrong item, reducing costly returns and improving satisfaction.
Real-time product data enables smarter inventory management, demand forecasting, and cross-border shipping.
Universal product IDs and standardized data formats simplify transactions across countries and platforms.
If successful, Amazon’s Starfish project could fundamentally change how we shop, sell, and move products around the world. Imagine a future where you can instantly access reliable information about any product, anywhere—a single source of truth that benefits consumers, businesses, and the entire global economy.