Bazaarvoice, a startup that helps retailers find and reach consumers, has agreed to acquire Addstructure, a company that offers search and discovery apps for e-commerce merchants. The terms of the deal were undisclosed.

Addstructure’s platform, which leverages machine learning and natural language processing (NLP) to analyze customer sentiment and product reviews, helps consumers search for and discover products faster. The addition of this capability to Bazaarvoice’s offerings will strengthen consumer-generated content and bolster shopper profiles across its network. Among Addstructure’s clients are Target and Best Buy, which use the company’s technology to analyze online reviews and customer questions that influence purchase decisions.

AddStructure’s employees will join Bazaarvoice’s team. The new team members will work out of offices in New York City and Chicago, where AddStructure was founded.

In a press release, Gene Austin, CEO of Bazaarvoice said, “As consumer behavior continues to evolve, brands and retailers must keep pace with new shopping trends and technologies to deliver engaging and consumer-friendly shopping experiences.” He added that AddStructure’s NLP and machine learning capabilities are an “incredible addition” to the company’s portfolio.

Founded in 2005 and headquartered in Austin, Texas, Bazaarvoice has offices in Chicago, London, Munich, New York, Paris, San Francisco, Singapore, and Sydney. The company debuted Bazaarvoice Conversations at FinovateSpring 2012. The Conversations solution allows brands to capture, moderate, analyze, and display customer word-of-mouth in digital and mobile experiences. In November of last year, Bazaarvoice agreed to be acquired by Marlin Equity Partners, which will acquire each share of outstanding common stock of Bazaarvoice in exchange for $5.50 for a total value of approximately $521 million.