Amazon has launched a new AI-powered feature on its product pages that allows users to ask questions and receive conversational audio responses in real time. The “Join the chat” function aims to provide key product details without requiring customers to scroll through lengthy descriptions or reviews.

The AI pulls together insights about product features, customer feedback, and other relevant information, presenting it in a natural discussion-style format. For example, shoppers can ask questions such as whether a coffee maker is suitable for beginners or if a sweater feels itchy based on customer reviews. The responses are generated by what the company calls “AI-powered shopping experts,” which provide more relevant and helpful information than generic answers.

“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,” said Amazon in a blog post.

The feature is part of a broader “Hear the highlights” experience that offers short audio summaries on millions of product pages within the Amazon Shopping app. To use it, customers open a product page in the app, tap the “Hear the highlights” button, and then can listen to a brief overview or ask specific questions via text or voice.

This capability builds on Amazon’s growing lineup of AI-driven shopping tools that include Rufus, its generative AI assistant; Interests, which tracks new items aligned with shoppers’ preferences; and “Help me decide,” which suggests products based on searches, browsing, and shopping history.