Rather than giving generic answers, Amazon says the AI builds on previous responses to provide more relevant and helpful information, while also making sure not to repeat anything. This is meant to be a similar experience to speaking with a knowledgeable employee at a store.

“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 writes in a blog post.

“Join the chat” is part of a broader experience called “Hear the highlights,” which offers short audio summaries on millions of product pages within the Amazon Shopping app. That feature began testing last May and is currently available in the U.S. However, only select products have audio summaries.

To use the feature, customers open a product page in the app and tap the “Hear the highlights” button, located 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. The audio can continue playing even as users browse.