Amazon launches an AI-powered audio Q&A experience on product pages

Amazon launched a new AI-powered feature that allows users to ask questions about products and receive audio answers in real time. The answers are provided by what the company calls “AI-powered shopping experts,” who present information in a natural, discussion-like format.

The new ‘Join Chat’ feature aims to save customers time by providing important product details without having to scroll through long descriptions or reviews. The AI ​​collects 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 is itchy based on customer reviews.

Rather than providing generic answers, Amazon says the AI ​​builds on previous answers to provide more relevant and useful information, while also ensuring nothing is repeated. The intention is for this to be a similar experience to a conversation with an expert employee in a store.

“Customers can ask questions and actually direct where the conversation goes. Every question they ask influences what comes next, making the experience a conversation that customers can participate in and customize,” the company wrote in a blog post.

“Join the chat” is part of a broader experience called “Listen to the highlights”, which provides short audio summaries on millions of product pages in the Amazon Shopping app. This feature was tested last May and is currently available in the US. However, only select products have audio summaries.

To use the feature, customers open a product page in the app and tap the “Hear the Highlights” button below the product image. From there, they can listen to a quick overview or tap the Join Chat icon to ask specific questions via text or voice. The audio can continue playing even while users are browsing.

The new capability builds on Amazon’s growing offering of AI-powered shopping tools. These include Rufus, the generative AI assistant that helps customers research products and compare options, Interests, which continuously tracks and displays new items tailored to customer preferences, and Help Me Decide, which suggests products based on a person’s searches, browsing and shopping history.