The Feature

On April 28, 2026, Amazon officially launched a new AI-powered feature that allows shoppers to ask questions about products and receive conversational audio responses generated in real time. Called “Join the chat,” the feature is powered by what Amazon describes as “AI-powered shopping experts” that deliver information in a natural, discussion-style format.

The new feature aims to save customers time by providing key product details without requiring them to scroll through lengthy descriptions or wade through pages of customer reviews. The AI synthesizes insights from product features, customer feedback, and other relevant information. For example, shoppers can ask whether a coffee maker is suitable for beginners or whether a sweater feels itchy based on buyer reviews.

A Conversational Experience

Unlike traditional FAQ bots, Amazon says the AI builds on previous responses to provide more relevant and helpful information, while avoiding repetition. The design philosophy is meant to simulate the experience of speaking with a knowledgeable store associate.

“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 wrote in a blog post.

Integration with Existing AI Tools

“Join the chat” is part of Amazon’s broader “Hear the highlights” experience, which already offers short audio summaries on millions of product pages. The feature began testing last May and is currently available in the US, though only for select products.

To use the feature, customers open a product page in the Amazon Shopping app and tap the “Hear the highlights” button 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. Audio continues playing even as users browse other pages.

The capability builds on Amazon’s growing lineup of AI-driven shopping tools, including Rufus, its generative AI assistant for product research and comparison; 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.

Industry Significance

Amazon’s launch of AI-powered audio Q&A marks a shift in the e-commerce experience from the traditional “search-browse-buy” model toward “conversational shopping.” As large language model technology matures, AI can more accurately understand user intent and deliver contextually relevant, personalized responses — a trend poised to reshape how consumers interact with online retail platforms.

Source: TechCrunch