Customer behavioral data significantly impacts e-commerce search systems. However, in the case of less common queries, the associated behavioral data tends to be sparse and noisy, offering inadequate support to the search mechanism. To address this challenge, the concept of query reformulation has been introduced. It suggests that less common queries could utilize the behavior patterns of their popular counterparts with similar meanings. In Amazon product search, query reformulation has displayed its effectiveness in improving search relevance and bolstering overall revenue. Nonetheless, adapting this method for smaller or emerging businesses operating in regions with lower traffic and complex multilingual settings poses the challenge in terms of scalability and extensibility. This study focuses on overcoming this challenge by constructing a query reformulation solution capable of functioning effectively, even when faced with limited training data, in terms of quality and scale, along with relatively complex linguistic characteristics. In this paper we provide an overview of the solution implemented within Amazon product search infrastructure, which encompasses a range of elements, including refining the data mining process, redefining model training objectives, and reshaping training strategies. The effectiveness of the proposed solution is validated through online A/B testing on search ranking and Ads matching. Notably, employing the proposed solution in search ranking resulted in 0.14% and 0.29% increase in overall revenue in Japanese and Hindi cases, respectively, and a 0.08\% incremental gain in the English case compared to the legacy implementation; while in search Ads matching led to a 0.36% increase in Ads revenue in the Japanese case.

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