Amazon introduces AI-driven audio Q&A feature on product pages

Amazon has rolled out a new AI-powered feature that lets shoppers ask questions about products and receive conversational audio responses in real time. The replies are delivered by what the company describes as “AI-powered shopping experts,” designed to present information in a natural, discussion-style format.

The feature, called “Join the chat,” is intended to help customers quickly access key product insights without needing to scroll through extensive descriptions or large volumes of customer reviews. The system gathers information about product features, user feedback, and other relevant details to generate responses. For instance, shoppers can ask whether a coffee maker is beginner-friendly or whether a piece of clothing feels uncomfortable based on customer experiences.

Amazon explains that the AI does more than provide generic answers. It builds on prior interactions, tailoring responses based on the flow of the conversation while avoiding repetition. The goal is to simulate the experience of speaking with a knowledgeable store associate who can guide a shopper through questions in real time.

According to the company, customers can influence how the interaction develops by asking follow-up questions, allowing the conversation to evolve dynamically and reflect their specific interests or concerns.

“Join the chat” is part of a broader feature set known as “Hear the highlights,” which provides short audio summaries across millions of product listings within the Amazon Shopping app. This functionality began testing last May and is currently available to users in the United States, though only certain products currently include audio summaries.

To access the feature, users open a product page and tap the “Hear the highlights” option located beneath the product image. They can then listen to a summary or select the “Join the chat” option to ask questions via text or voice. The audio playback continues even while users navigate through other parts of the app.

This addition is part of Amazon’s broader push into AI-driven shopping experiences. The company has already introduced several tools in this space, including Rufus, a generative AI assistant designed to help customers research products and compare options; “Interests,” which tracks and surfaces items aligned with user preferences; and “Help me decide,” which recommends products based on browsing and purchasing behaviour.