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Amazon launched a new AI-powered feature on Tuesday that lets users ask questions about products and receive conversational audio responses generated in real time directly on product pages.
The feature, called “Join the chat,” provides responses through what Amazon describes as “AI-powered shopping experts.” The audio is presented in a natural, discussion-style format designed to help shoppers get product information without having to scroll through long descriptions or reviews.
Amazon says the AI pulls together insights from product features, customer feedback, and other relevant information. For example, users can ask whether a coffee maker is suited for beginners or whether a sweater feels itchy based on customer reviews.
Amazon said the system is designed to avoid generic answers by building on previous responses to provide more relevant information while also not repeating content. The company described the experience as similar to speaking with a knowledgeable employee in a store.
“Customers can ask questions and actually steer where the conversation goes. Every question they ask influences what comes next, making the experience a conversation customers can join and customize,” Amazon wrote in a blog post.
“Join the chat” is part of a broader experience called “Hear the highlights,” which offers 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 U.S., though only select products include audio summaries.
To use the capability, customers open a product page in the Amazon Shopping app and tap the “Hear the highlights” button located below the product image. From there, they can listen to a brief overview or tap the “Join the chat” icon to ask specific questions via text or voice. Amazon said the audio can continue playing while users browse.
The new capability adds to Amazon’s broader lineup of AI-driven shopping features, including Rufus, a generative AI assistant for researching and comparing products; Interests, which continuously tracks and surfaces items aligned with a shopper’s preferences; and “Help me decide,” which suggests products based on searches, browsing, and shopping history.
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