In a move that blends AI innovation with the rising popularity of podcasts, Amazon has begun testing a feature that lets customers listen to product summaries instead of reading them. “Hear the Highlights” is a new voice-driven tool that could reshape how shoppers interact with your product listings.
What is Amazon's New "Hear the Highlights" AI Feature?
Imagine you’re commuting or taking a walk while searching for a product on Amazon. You spot a product, and instead of manually scanning bullets, description, images, A+ content, and reviews, you simply tap “Hear the Highlights”. Then, two AI-generated shopping experts start chatting, podcast-style, about the item’s key features, benefits, and real customer feedback!
Still in beta form, Amazon is initially testing the “Hear the Highlights” feature on products that typically require more consideration before purchasing. Early examples include higher-ticket items such as tech gear, where detailed features and customer trust really matter.
How Can Brands Prepare for Amazon's New "Hear the Highlights" AI Feature?
To thrive in this evolving audio-focused environment, brands need to rethink how they structure their content. Your listing doesn’t just need to look good – it needs to sound right when interpreted by AI. Here’s how to prepare:
- Fully Optimize Your Listings: Now is not the time for incoherent keyword stuffing. Your product titles, bullets, descriptions, and A+ content should read like natural language – clear, and easy to understand aloud. If your copy sounds clunky to a human, it’ll sound even worse when narrated by AI.
- Leverage Review Sentiment: Amazon’s AI pulls from verified customer reviews. If those reviews are mostly critical, they’ll affect the tone and content of your audio summary. It’s smart to utilize the Vine program to encourage more authentic feedback, aiming for sentiment that reinforces your value.
- Your Content Should Tell a Story: AI shopping experts don’t just list out features – they talk about them in a podcast format. Content should reflect what people care about most: What problem does this solve? Why is this better than alternatives? How does this product fit into someone’s daily life?
Amazon’s “Hear the Highlights” isn’t just a quirky new feature – it’s a signal of where e-commerce is heading. Soon, shoppers will no longer be reading every detail when they can simply hear the most important points on the go. So, ask yourself, if your product could talk, what would it say?
If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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