The flipkart Product Management and Research team have come up with a cool idea of trying to match a user review for a particular item to a specific attribute of the item only. They call it product features users are talking about.
As you can see that they have identified operating systems, games, value for money and apps as the features for iphone.
Now, based on a particular feature, you chose, you can see all the reviews that are clustered under that feature.
And then, you can select a particular review and read that review in detail.
This is a real cool feature and will massively improve buyers experience. This will also in future lead the way for more granular recommendations. If flipkart knows what features in a product you are looking for, it can recommend you products which are good in that feature based on the recommendations of users who have used that feature. A strong case of collaborative filtering. Better recommendations in the future when they have a good data set and more money.
I thing this is a nice example, where the product management team and the research (NLP and machine learning) team have come together to bring out a new feature for flipkart.
What would be interesting to see, on how many other different products or categories is flipkart showing this feature.
For watches they are not.
Some other cool features on their website are, certified buyer reviews. This puts in more authenticity on the review and is held credible by the reader. They also write if there is a first time reviewer.