On Tuesday, Amazon introduced a novel AI-enhanced feature that lets users inquire about products and get real-time, conversational audio replies. These responses come from what the company refers to as “AI-driven shopping specialists,” delivering information in a casual, dialogue-oriented style.

The new “Join the chat” function is designed to save customers’ time by offering essential product information without the need to scroll through extensive descriptions or reviews. The AI aggregates insights related to product attributes, customer opinions, and other pertinent details. For instance, shoppers might query whether a coffee maker is ideal for novices or if a sweater is itchy, based on user reviews.

Instead of offering generic replies, Amazon states that the AI builds upon prior answers to deliver more pertinent and useful information while ensuring that nothing is repeated. This aims to mimic the experience of conversing with an informed employee in a retail setting.  

“Customers have the ability to ask questions and direct the conversation. Each question they pose affects what follows, transforming the experience into an interactive dialogue that customers can engage with and tailor,” the company mentions in a blog entry. 

“Join the chat” is a component of a larger initiative known as “Hear the highlights,” which provides short audio summaries on millions of product pages within the Amazon Shopping application. This feature began trials last May and is currently accessible in the U.S. Nevertheless, only selected products include audio summaries.

To utilize the feature, customers navigate to a product page in the app and select the “Hear the highlights” button, positioned below the product image. From that point, they can listen to a concise overview or press the “Join the chat” icon to pose specific questions via text or voice. The audio can keep playing even as users continue browsing.

This new functionality expands on Amazon’s increasing array of AI-driven shopping tools. These tools encompass Rufus, its generative AI assistant that assists customers in researching products and comparing options; Interests, which persistently tracks and highlights new items in line with a shopper’s preferences; and “Help me decide,” which recommends products based on an individual’s searches, browsing, and shopping history.