Amazon launches ‘Join the chat’ AI shopping feature: What it is and how it works

Amazon has introduced a new AI-powered shopping feature called “Join the chat”. This feature aims to make product discovery more interactive for e-commerce site users. The feature allows users to ask questions in real time while listening to AI-generated audio summaries of products within the Amazon Shopping app.

Explaining the feature, Amazon said customers can “ask a question such as ‘Is this coffee maker better for a beginner or someone with barista experience?’” and receive a response instantly, as the AI hosts “deliver a tailored response grounded in product details, customer reviews, and other publicly available information.”