Query Brand Entity Linking in E-Commerce Search

Multimodal entity linking grounds entity mentions in text and images to knowledge-base entries. These systems degrade on rare entities, but prior work measures rarity primarily through popularity-based metrics such as pageviews. We broaden this view using knowledge-graph structural metrics that capture how well an entity is documented and connected. These metrics identify many rare entities that popularity metrics miss. Across the resulting rare-entity slices, state-of-the-art accuracy drops by 15.4-39.9%, showing that different rarity definitions expose different failure modes. To address these failures, we introduce a simple, training-free framework in which a reasoning-capable vision-language model iteratively searches and reasons over Wikipedia, gathering evidence dynamically. Controlled experiments show that reasoning and retrieval are complementary. Reasoning alone does not significantly improve accuracy on rare entities. Retrieval without reasoning improves rare-entity accuracy but can hurt overall accuracy. Their combination performs best. On MERLIN, a multilingual multimodal entity linking benchmark over five languages (Hindi, Indonesian, Japanese, Tamil, Vietnamese), our best system improves over the state of the art by 6.9% overall and by up to 23.3% on rare-entity slices. We release MERLIN-Rare, rare-entity test slices for targeted evaluation, with our framework.

Entity search, i.e., finding the most similar entities to a query entity, faces unique challenges in e-commerce, where product similarity varies across categories and contexts. Traditional embedding-based approaches often struggle to capture nuanced context-specific attribute relevance. In this paper, we present a two-stage approach combining Large Language Model (LLM)-driven attribute graph construction with graph-aware LLM ranking. In the offline stage, we extract structured product attributes from unstructured text, and construct a reusable attribute graph with category-aware schemas. In the online stage, we rank retrieved candidates by reasoning over this structured representation rather than raw text, reducing per-product token usage by 57% while improving ranking precision. Experiments show that our approach outperforms multiple baselines under zero-shot scenarios, achieving a over 5% improvement in average precision without requiring training data, generalizes robustly across diverse product categories, and shows immense potential for real-world deployment.

Semantic retrieval in e-commerce must handle short, noisy, and colloquial queries over large product catalogs with fine-grained attribute distinctions. We present a Siamese LLM dual-encoder trained through a two-stage pipeline: contrastive learning with a false-negative margin mask to prevent penalization of near-duplicate products, followed by Relative Odds Alignment for Retrieval (ROAR), a preference optimization objective that extends Bradley-Terry to variable-sized graded relevance groups via consecutive odds-ratio margins. The training corpus mirrors this progression - substitute query-product pairs provide coarse semantic supervision in Stage 1 and graded relevance annotations drive fine-grained ranking in Stage 2. The resulting system accurately retrieves exact matches while correctly ordering substitutes and complementary products, with gains confirmed across query-frequency strata and business verticals, and statistical significance validated through live A/B deployment at scale.