Amazon launched a new AI-powered feature that allows users to ask questions about products and receive real-time conversational audio responses. The feature, named “Join the chat,” is designed to provide customers with key product details without the need to scroll through lengthy descriptions or reviews.
The AI generates responses, referred to as “AI-powered shopping experts,” by pulling insights from product features and customer feedback. Users can inquire about specifics, such as whether a coffee maker is suitable for beginners or if a sweater feels itchy based on customer reviews. This functionality aims to replicate a conversation with knowledgeable store employees.
According to the company, the AI builds on previous answers to offer relevant information without repeating itself. “Customers can ask questions and actually steer where the conversation goes,” Amazon stated in a blog post. “Every question they ask influences what comes next, making the experience a conversation customers can join and customize.”
“Join the chat” is part of a broader functionality called “Hear the highlights,” which offers short audio summaries on millions of product pages within the Amazon Shopping app. This feature began testing in May and is available in the U.S. for select products. Customers can initiate the feature by opening a product page and tapping the “Hear the highlights” button or by accessing the “Join the chat” icon.
The audio responses can continue playing while users navigate through other items in the app. This development is part of Amazon’s expanding suite of AI-driven shopping tools, which also includes Rufus, a generative AI assistant for product research; Interests, which surfaces new items aligned with user preferences; and “Help me decide,” which suggests products based on individual shopping behaviors.
