Amazon already dominates online shopping, but now it's setting its sights even higher. With a new artificial intelligence-powered project called Starfish, the company aims to become the world's most complete and trusted source of product information. 

The goal? Make every listing on Amazon accurate, detailed and easy to understand, whether the product is sold by Amazon or a third-party seller. If the project works as planned, it could save sellers hours of work and help shoppers find what they need faster.

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