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arXiv · 2502.01555

Query Brand Entity Linking in E-Commerce Search

Dong Liu·Sreyashi Nag
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Abstract

Associating user search queries with the correct brand entity is critical for e-commerce product retrieval, yet remains challenging due to the brevity of queries (three to four words on average), their lack of grammatical structure, and a catalog of hundreds of thousands of distinct brands. We formulate this as a brand entity linking task and develop two complementary solutions deployed at scale: (1) a cascaded pipeline that first detects brand mentions via sequence labeling and then disambiguates against a brand knowledge base, and (2) a single-stage approach that frames linking as extreme multiclass classification, directly mapping queries to brand identifiers. Through extensive multilingual evaluation (11 languages) and a controlled online experiment, we demonstrate that the proposed methods substantially improve brand recall while maintaining high precision, leading to measurable gains in customer engagement.

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Dong Liu, Sreyashi Nag. 2025-02-03. Query Brand Entity Linking in E-Commerce Search. https://doi.org/10.1145/3799682.3840092%2010.1145%2F3799682.3840092

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