아마존, 상품 페이지에 대화형 AI 오디오 Q&A 도입

Amazon launched a new AI-powered feature on Tuesday that allows users to ask questions about products and receive conversational audio responses generated in real time. The responses are delivered by what the company calls “AI-powered shopping experts,” which present information in a natural, discussion-style format. The new “Join the chat” feature aims to save customers time by providing key product details without requiring them to scroll through lengthy descriptions or reviews. The AI pulls together insights about product features, customer feedback, and other relevant information. For example, shoppers can ask questions like whether a coffee maker is suited for beginners or whether a sweater feels itchy based on customer reviews. Rather than giving generic answers, Amazon says the AI builds on previous responses to provide more relevant and helpful information, while also making sure not to repeat anything. This is meant to be a similar experience to speaking with a knowledgeable employee at a store. “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 writes in a blog post. "Join the chat" is part of a broader experience called “ Hear the highlights ,” which offers short audio summaries on millions of product pages within the Amazon Shopping app. That feature began testing last May and is currently available in the U.S. However, only select products have audio summaries. To use the feature, 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. The new capability builds on Amazon’s growing lineup of AI-driven shopping tools. These include Rufus , its generative AI assistant that helps customers research products and compare options; Interests , which continuously 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. Topics AI , Amazon , Apps , Commerce , eCommerce , Rufus When you purchase through links in our articles, we may earn a small commission . This doesn’t affect our editorial independence. Lauren Forristal Lauren covers media, streaming, apps and platforms at TechCrunch. You can contact or verify outreach from Lauren by emailing laurenf.techcrunch@gmail.com or via encrypted message at laurenforris22.25 on Signal. View Bio April 30 San Francisco, CA StrictlyVC kicks off the year in SF. Register now for unfiltered fireside chats and VC insights with leaders from Uber, Replit, Eclipse, and more. Plus, high-value connections that actually move the needle. Tickets are limited. REGISTER NOW Most Popular Two college kids raise a $5.1 million pre-seed to build an AI social network in iMessage Dominic-Madori Davis Meta's loss is Thinking Machines' gain Connie Loizos Google to invest up to $40B in Anthropic in cash and compute Rebecca Bellan OpenAI releases GPT-5.5, bringing company one step closer to an AI ‘super app' Lucas Ropek Microsoft offers buyout for up to 7% of US employees Amanda Silberling Elon Musk admits millions of Tesla owners need upgrades for true ‘Full Self-Driving' Sean O'Kane Duolingo is now giving users access to advanced learning content Lauren Forristal