Amazon launched a new AI-powered feature on Tuesday, April 28, 2026, that lets shoppers ask questions about products and receive conversational audio responses generated in real time. The feature, called “Join the chat,” is available within the Amazon Shopping app in the United States.
When a customer opens a product page, they can tap a “Hear the highlights” button located below the product image to hear a brief audio summary. From there, they can tap the “Join the chat” icon to ask specific questions by text or voice. The audio continues playing even while users browse other content.
Amazon describes the responses as being delivered by “AI-powered shopping experts” in a discussion-style format. The AI draws on product details, features, and customer reviews to answer questions — for example, whether a coffee maker is suited for beginners or whether a sweater feels itchy based on user feedback. The system is designed to build on previous responses rather than repeat information, and Amazon says each question a customer asks shapes what comes next.
The company says the goal is to save customers time by surfacing key product information without requiring them to scroll through lengthy descriptions or reviews — an experience Amazon compares to speaking with a knowledgeable store employee.
“Join the chat” sits within a broader feature called “Hear the highlights,” which provides short audio summaries across millions of product pages. That feature began testing last May, though only select products currently have audio summaries.
The new capability adds to Amazon’s existing set of AI shopping tools, which include Rufus, a generative AI assistant for product research and comparisons; Interests, which tracks and surfaces items aligned with a shopper’s preferences; and “Help me decide,” which suggests products based on a user’s searches, browsing, and purchase history.
Source: TechCrunch