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

Amazon has rolled out a groundbreaking AI-powered feature that enables users to pose questions about products and receive instant, conversational audio responses. This innovative tool, dubbed 'Join the chat', aims to streamline the shopping experience by furnishing key product details in a natural, discussion-style format. The 'Join the chat' feature leverages AI to aggregate insights from product features, customer feedback, and other pertinent information, allowing shoppers to ask specific questions about products.

For instance, users can inquire whether a coffee maker is suitable for beginners or if a sweater feels itchy based on customer reviews. The AI-powered shopping experts provide detailed responses, building on previous answers to offer more relevant and helpful information without repetition. This AI-driven experience is designed to mimic the interaction with a knowledgeable store employee.

According to Amazon, customers can steer the conversation by asking follow-up questions, influencing the direction of the discussion. The company notes that every question asked affects what comes next, making the experience customizable and conversational. 'Join the chat' is part of Amazon's 'Hear the highlights' experience, which offers brief audio summaries on millions of product pages within the Amazon Shopping app.

Initially tested last May, this feature is currently available in the U.S., although only select products have audio summaries. To access 'Join the chat', customers open a product page, tap the 'Hear the highlights' button, and then tap the 'Join the chat' icon to ask questions via text or voice. The introduction of 'Join the chat' is part of Amazon's broader strategy to integrate AI-driven shopping tools.

Other initiatives include Rufus, a generative AI assistant that aids customers in researching products and comparing options; Interests, which tracks and surfaces new items aligned with a shopper's preferences; and 'Help me decide', which suggests products based on a person's searches, browsing, and shopping history.