Amazon Adds AI-Powered Q&A Feature at Key Point in Shopper Journey

Amazon, which is testing short-form AI-generated audio summaries on select product detail pages (PDPs), has added a feature that allows shoppers to ask questions of the AI hosts during this “audio chat” and receive answers in real time.

While Amazon offers a number of AI-powered shopping tools, including its Rufus assistant and a “Buy for Me” functionality that is in beta testing, this new tool, designed to be used when a shopper is already in research mode and is seeking specific information, could be a powerful means to move these customers toward conversion.

The audio summary feature uses large language models (LLMs) to generate scripts, pulling from Amazon’s product catalog, customer reviews, and information from across the web, and then translating the content into short-form audio clips. To join the chat, customers tap the raised-hand icon to expand into a full-screen view, then text or speak their query.

“These AI shopping experts have done the research for you, analyzing product details, customer reviews and information from across the web, then bringing product details to life and allowing customers to simply hear the highlights,” wrote Rajiv Mehta, VP, Conversational Shopping at Amazon in a blog post.

The initial tests of the audio summary feature focus on a subset of products that typically require consideration prior to purchase and are currently available to a select group of U. S. customers. Amazon plans to roll out the feature on more PDPs and to more U. S. customers in coming months.