Amazon has introduced a new AI-driven feature as of Tuesday, enabling users to inquire about products and receive conversational audio responses generated instantly. These responses come from what the company describes as "AI-powered shopping experts," which deliver information in a natural, discussion-style manner. The new "Join the chat" tool is designed to save customers time by offering essential product details without the need to sift through lengthy descriptions or reviews. The AI compiles insights on product features, customer feedback, and other pertinent data. For instance, shoppers can ask whether a coffee maker is suitable for beginners or if a sweater feels itchy based on customer reviews. Instead of providing generic answers, Amazon states that the AI builds on prior responses to deliver more relevant and helpful information, while also avoiding repetition. This aims to replicate the experience of speaking with a knowledgeable store employee. "Customers can ask questions and actually steer where the conversation goes. Every question they ask influences what comes next, making the experience a conversation customers can join and customize," the company explains in a blog post.

"Join the chat" is part of a broader experience known as "Hear the highlights," which provides short audio summaries on millions of product pages within the Amazon Shopping app. This feature began testing last May and is currently available in the U.S., though only select products include audio summaries. To use it, customers open a product page in the app and tap the "Hear the highlights" button, located below the product image. From there, they can listen to a brief overview or tap the "Join the chat" icon to ask specific questions via text or voice. The audio can continue playing even as users browse other sections. This new capability expands on Amazon's growing suite of AI-driven shopping tools, which includes Rufus—a generative AI assistant that helps customers research products and compare options—Interests, which continuously tracks and surfaces new items matching a shopper's preferences, and "Help me decide," which suggests products based on a person's searches, browsing, and shopping history.