Amazon on Tuesday launched a new AI-powered feature that lets users ask questions about products and receive conversational voice responses generated in real-time. Answers are provided by what the company calls “AI-powered shopping experts,” who present information in a natural discussion format.
The new “Join Chat” feature aims to save customers time by providing important product details without having to scroll through long descriptions and reviews. AI compiles insights about product features, customer feedback, and other relevant information. For example, shoppers can ask questions such as whether a coffee maker is suitable for beginners or whether a sweater feels itchy based on customer reviews.
Amazon says that instead of giving general answers, the AI builds on previous answers to provide more relevant and helpful information while also ensuring you don’t repeat yourself. This is intended to be a similar experience to speaking with a knowledgeable employee in a store.
“Customers can ask questions and really dictate the direction of the conversation. Every question they ask influences what’s next, making it a conversation experience that customers can participate in and customize,” the company wrote in a blog post.
“Join Chat” is part of a broader experience called “Hear Highlights,” which provides short audio summaries on millions of product pages within the Amazon Shopping app. The feature began testing last May and is currently available in the US. However, only some products include audio summaries.
To use this feature, customers open a product page in the app and tap the “Listen to Highlights” button below the product image. From there, you can listen to a quick overview or tap the Join Chat icon to ask specific questions via text or voice. Audio can continue to play even while the user is browsing.
This new feature builds on Amazon’s growing lineup of AI-powered shopping tools. These include Rufus, a generative AI assistant that helps customers research products and compare options; Interests: Continuously track and display new items tailored to your shoppers’ preferences. and “Help me decide,” which suggests products based on a user’s search, browsing, and shopping history.
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