Amazon is taking a step toward making online shopping more conversational—and far less overwhelming.

As Memorial Day deals flood the platform, the retail giant is testing a new AI-powered feature called “Hear the Highlights” in its Amazon Shopping app. This tool offers audio summaries of product information and customer reviews, transforming the traditional scroll-and-read experience into a quick, hands-free audio rundown. Think of it as a smart shopping buddy whispering insights in your ear.

According to Rajiv Mehta, VP of Search and Conversational Shopping at Amazon, the feature "makes product research fun and convenient—like having helpful friends discuss potential purchases to make your shopping easier."

Currently, the feature is rolling out to a limited number of U.S. users and select products, including the Ninja Blender, OSEA Undaria Algae Body Oil, Shokz OpenRun Pro Headphones, and SafeRest Waterproof Mattress Protector, among others. A broader rollout is expected in the coming months.

The Rise of AI in Retail

Amazon’s latest experiment is part of a wider trend in the e-commerce space where major players are rushing to integrate artificial intelligence into the customer journey. Earlier this week, Google unveiled AI Mode and a virtual Try On feature at I/O 2025. Walmart is refining its own AI shopping agent to handle tasks like reordering or cart-building based on past behavior. Shopify has launched Bluecore, an AI chatbot for personalized product suggestions. Even Klarna has entered the race with an AI comparison shopping assistant.

The Pros and Cons of Shopping With Your Ears

Experts say the potential of AI in e-commerce is massive. Mark Vena, CEO of SmartTech Research, believes that "AI can personalize the entire customer journey—recommending products based on mood, behavior, or even live context like weather or location."

But not everyone is sold on the idea. Adam Oram, deals editor at CNET, points out a few red flags: “There’s a lot of info on Amazon product pages, and this might help summarize it. But if AI starts to incorporate biased or manipulated reviews—or hallucinates entirely—it could mislead buyers at scale.”

Adrian Marlow, also from the CNET Deals team, echoed the caution: “Use tools like these for a quick sense, but always double-check before purchasing. Don’t let convenience replace critical thinking.”

A recent study by Akeneo found that only 45% of shoppers trust AI-based product recommendations, and just 38% of those who’ve used AI chatbots were satisfied with the experience.

AI Everywhere at Amazon

Amazon isn’t stopping here. The company is integrating AI into almost every corner of its empire—from Rufus, its generative AI shopping assistant, to a revamped Alexa Plus, and AI-narrated audiobooks coming soon to Audible.

With net sales topping $638 billion in 2024, Amazon’s AI expansion is aimed at turning convenience into competitive edge. But as generative AI continues to shape how we shop, the balance between usefulness and overreach will define the future of e-commerce.