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Amazon launches AI chat feature for smarter shopping

Amazon has introduced a new interactive feature called “Join the Chat,” aimed at transforming how users explore products on its platform. The feature builds on the company’s existing AI-powered tool, “Hear the Highlights,” and allows users to engage in real-time conversations with AI while browsing products.

“Hear the Highlights” is already available across millions of product pages within the Amazon Shopping app, offering short audio summaries of product features. These summaries are generated using product descriptions, customer reviews, and other publicly available data, giving users a quick overview before making a purchase decision.

Real-Time Conversations for Smarter Shopping

The newly launched “Join the Chat” feature enhances this experience by enabling users to ask questions directly while listening to the audio summary. Once users tap the “Hear the Highlights” option, they can expand the interface and either type or speak their queries. The AI responds in real time, pausing the audio summary if needed and resuming it once the query is addressed.

Unlike traditional chatbots, the system is designed to deliver contextual and personalized responses. It tracks what information has already been covered in the audio summary and avoids repeating details, instead offering fresh insights based on the user’s query. For example, users can ask whether a product is suitable for beginners or professionals or inquire about specific qualities such as comfort or usability based on customer feedback.

Toward a More Interactive Shopping Experience

Amazon describes the feature as an attempt to replicate the experience of interacting with a knowledgeable in-store assistant. Users can continue browsing while listening to responses, as the audio player can be minimized without interrupting the interaction.

The feature is currently available to users in the United States on both Android and iOS devices. By integrating conversational AI into product discovery, Amazon aims to simplify decision-making and make online shopping more intuitive and engaging.

This development reflects a broader trend in e-commerce, where companies are increasingly leveraging artificial intelligence to deliver personalized, real-time assistance and improve the overall customer experience.