Amazon is rolling out new artificial intelligence tools to help customers identify scams and enhance their shopping experience, the company announced on Wednesday. Each year, around 360,000 customers reach out to Amazon’s customer service to verify whether messages they received are genuine or fraudulent. Now, customers can use Amazon’s AI-powered service, Alexa for Shopping, to quickly determine if a message is authentic. The AI can "definitively" confirm if a communication came from Amazon by comparing it to the billions of messages the company has sent worldwide. It analyzes factors like sender details, message content, timing, and other metadata to assess authenticity. Amazon says the system will become more effective over time as customers report more suspicious messages, helping the company detect scams more efficiently. This new feature is part of a broader effort to combat the rising number of scams targeting Amazon users, including fake order confirmations, misleading Prime membership alerts, account suspension warnings, and even job scams. Earlier this year, Amazon introduced a dedicated email address, verify@amazon.com, allowing users to forward suspicious messages for verification. The company also added an online form on its customer service site that offers similar help. The introduction of these AI capabilities reflects Amazon’s growing focus on using Alexa to assist with shopping-related tasks and provide proactive support. Alexa for Shopping can now help users find personalized deals, create shopping guides, reorder everyday items, offer product summaries, and even transcribe handwritten shopping lists. Recently, Amazon added a feature that lets customers set alerts for new or relevant updates, such as when a favorite brand launches a new product or a new book from a favorite author is released. Alexa for Shopping is currently available through both the Amazon website and its mobile app. The expansion of AI tools aims to make shopping experiences more secure and convenient for customers while helping them stay informed about potential threats.