Amazon has introduced a new AI-powered feature called "Join the chat" that lets shoppers ask questions about products and receive conversational audio responses generated in real time. The feature, announced on Tuesday, is designed to save time by delivering key product details without forcing users to scroll through long descriptions or reviews.
Powered by what Amazon calls "AI-powered shopping experts," the system pulls together insights about product features, customer feedback, and other relevant information. For example, a shopper could ask whether a coffee maker is beginner-friendly or whether a sweater is likely to feel itchy based on customer reviews. The AI builds on previous responses to provide more relevant answers and avoids repeating itself, aiming to mimic the experience of talking to a knowledgeable store employee.
"Customers can ask questions and actually steer where the conversation goes," Amazon said in its announcement. "Every question they ask influences what comes next."
The audio Q&A experience is rolling out to U.S. customers on the Amazon Shopping app starting this week.