Amazon Voice Search: It’s the Search Engine That Matters

Amazon released a new version of its’ iPhone app (version 4.3.0) that contained a very interesting new feature – Search with your Voice. When you open up the app and tap the search box, you can then tap the Voice button and enter your search by voice. Very nicely done!





















But some are questioning the true capability of Amazon’s voice search, as reported in this article in the mobile commerce daily. The real question is: what’s behind that search? In the end, voice search is only as good as the search engine behind it. I tried two searches with the Amazon app to see how good it was.

The batteries in my wireless home phone set had recently gone out (the phone is old) and I am looking for a new home phone. My current Panasonic model had served me well, so I was looking for a new Panasonic model. So, for my first search, I tried “Panasonic wireless home phone.” The voice interface translated my voice request well. But the results left me somewhat confused. I received 5,391 results! The first 3 were Panasonic phones, but then there were headsets and AT&T home phones mixed in. The results were not highly relevant.

Then I decided to try a conversational style search – “I’m looking for a Panasonic wireless home phone.” The results were not even close to being relevant. They included a USB charger, iPhone cases, and headsets, finally followed by a couple Panasonic phones.

The ability to interact conversationally with the mobile phone user is a core design philosophy of a good voice interface, as depicted by this Information Week article. Without relevant results and conversational interaction, users will not fully trust the interface or find it engaging.

Any EasyAsk customer has voice search capability built-in. But EasyAsk takes it to the next level with highly precise and accurate results, and the ability to have conversational search, as shown by this video.

With mobile commerce conversion rates lower than those of a standard e-commerce site, it is the engaging voice search capability powered by conversational search that will increase your m-commerce conversion rates.


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