Amazon has launched a new AI-powered feature that lets shoppers ask questions about products and get real-time conversational audio answers.
Introduced on Tuesday, the tool uses what Amazon calls AI-powered shopping experts to deliver responses in a natural, discussion-style voice format.
The new feature, called Join the chat, is designed to help customers save time by giving useful product details without needing to scroll through long descriptions or large numbers of reviews. The AI combines information about product features, customer feedback, and other relevant details. Shoppers can ask questions such as whether a coffee maker is good for beginners or if a sweater feels itchy based on customer reviews.
Amazon says the system does more than give basic answers. It remembers earlier questions and builds on previous responses to make the conversation more useful while avoiding repetition. The company says this is meant to feel closer to speaking with a knowledgeable store employee.
Amazon explained in a blog post that customers can guide the conversation in any direction they want. Each question helps shape what comes next, allowing users to personalize the experience.
Join the chat is part of a larger feature called Hear the highlights, which provides short audio summaries on millions of product pages inside the Amazon Shopping app. That feature started testing last May and is currently available in the United States, although only selected products include audio summaries.
To use it, customers can open a product page in the app and tap the Hear the highlights button below the product image. They can then listen to a quick summary or tap the Join the chat icon to ask questions by text or voice. The audio keeps playing even while users continue browsing.
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The launch adds to Amazon’s growing list of AI shopping tools. These include Rufus, the company’s generative AI assistant for product research and comparisons, Interests, which tracks products matching customer preferences, and Help me decide, which recommends items based on searches, browsing habits, and shopping history.
