Photo by appshunter.io on Unsplash
May 23, 2025
Will Consumers Listen to AI-Created Product Reviews?
Amazon is testing a new “Hear the highlights” feature on select product detail pages, offering short-form audio summaries of product descriptions powered by AI.
“These AI shopping experts have done the research for you, analyzing product details, customer reviews, and information from across the web, then bringing product details to life and allowing customers to simply hear the highlights,” wrote Rajiv Mehta, VP of search and conversational shopping at Amazon, in a blog entry. “The feature makes product research fun and convenient — it’s like having helpful friends discuss potential purchases to make your shopping easier, even if you’re multitasking or on the go.”
Mehta said the feature “uses large language models (LLMs) to generate scripts, pulling from Amazon’s product catalog, customer reviews, and information from across the web, and then translating the content into short-form audio clips.”
GeekWire secured an MP3 of Amazon’s script for the Keurig coffee maker here.
Mehta said the initial test will focus on products that “typically require consideration before purchase, giving helpful insights through detailed discussion, and helping Amazon customers save time while shopping.”
Products included in the test include a Ninja Blender, OSEA Undaria Algae Body Oil, the SafeRest 100% Waterproof King Size Mattress Protector, and the Shokz OpenRun Pro Open-Ear Bluetooth Bone Conduction Sport Headphones.
The summaries are currently available on select products to a subset of U.S. customers, and Amazon plans to roll out the feature on more product detail pages and to more U.S. customers in the coming months.
The feature could possibly be paired with Amazon’s Alexa voice assistant, which earlier this year received an upgrade with the addition of generative AI. Called Alexa+, Amazon describes the reboot as “smarter, more conversational, more capable, and free with Prime.”
The “Hear the highlights” feature adds to Amazon’s suite of AI-shopping tools, which includes the shopping assistant Rufus, product research tool Shopping Guide, the Interests tool that continuously monitors new products, and the Buy for Me agentic-AI tool that searches and buys items from third-party sites.
On its first-quarter analyst call, CEO Andy Jassy said Amazon has built or is in the process of building over 1,000 generative AI applications across the company. He said, “If you believe your mission is to make customers’ lives easier and better every day, and you believe that every customer experience will be reinvented with AI, you’re going to invest very aggressively in AI, and that’s what we’re doing.”
Discussion Questions
Will consumers want to listen to AI-created reviews of products?
Where, if at all, do you see the most practical application for the audio feature?
Poll
Loading …BrainTrust
Alex Walderman
Director of Business Development , SOLUM
Lisa Goller
B2B Content Strategist
Brian Numainville
Principal, The Feedback Group
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As AI is simply aggregating and summarizing the reviews of others – as already happens on Amazon in text form – then this is useful and relevant to the shopper. Of course, this can directly feed into Amazon’s Alexa devices, which is an added benefit. That said, I don’t see this replacing text, it’s just another option.
AI related reviews with voice provides yet another means to gather information. Yes, greater aggregation of information continues as a benefit, saving time and steps, but I don’t see a substantial step up in value with voice features.
I agree with Neil Saunders that these audio summaries are simply an alternative format to written reviews.
As people shop via speech through Alexa more frequently, these audio reviews will become more relevant.
These audio reviews provide an interesting alternative to the current AI generated summaries of reviews. These sound very similar to Google’s Notebook LM generated podcasts which are great for summarizing information. Provides a great alternative that can be played, like on an Alexa (and the new Alexa is much more conversant), so see this as a net positive for shoppers.
I agree with the alternative being played on Alexa, and think it will go deeper than just when searching for a product. Currently Alexa will make recommendations from your shopping, wish list and recent browsing history via an Alexa voice update/notification. The AI summary may lead to more Alexa driven purchases since there will be a summarization of customer reviews…overall score, frequency of returns, overall sentiments…being shared without a user having to log into the app or online to make the purchase.
AI-generated written summaries are already a convenient time saver for those of us who are visual learners. Auditory learners will appreciate AI-created audio reviews, which could add value to Alexa by offering an efficient executive summary for your ears.
AI-generated reviews can provide quick and consistent information, but consumer trust in such content is still developing. AI-generated reviews may be viewed by many people as unreliable and biased, for fear of bias or manipulation. Transparency about how these reviews are created and ensuring they reflect genuine user experiences are essential to building trust.
I agree with my fellow Brain Trust members that the fact that it’s AI and incapable of actually using the product is immaterial because AI is being used to compile the information and deliver it in a manner that some customers enjoy. The challenge with any “aggregator” will be choosing the right target audience.
I’m a reader like LisaG but with the added fun of inattention (impatience) so I generally prefer visuals (stars and comments) because I can quickly make some high level conclusions and “choose” which reviews are most pertinent to me (and my buying decision). I don’t have the patience to listen to a recording that may give me the info I need. Therefore, I rarely if ever listen to reviews though I must admit that on weekends, I will often carve out time to get beta (cool talk for intel/info) on backpacking routes or to listen to various opinions on a variety of backpacking topics but that’s in those rare circumstances when I have time to kill or when I’m trying to avoid some form of adulting.
You pointed out something likely resonating with most of us – “when I have time to kill…” (for audio). Something we all wish we had more of. Since we treasure these moments, we increasingly expect audio content to have some quality, taking us on a journey, improving our lives, giving us insights, or giving us recreation.
But when it comes to product reviews/comments, content better be short, to the point. Meandering 7-15 minute audio product reviews won’t cut it.
Why would anyone want to listen to Alexa more than they have to already?
Audio reviews may improve convenience, but they won’t be enough when trust is at stake. Shoppers rely on human experiences to make confident purchase decisions. Voice summaries might help in early discovery, especially for routine purchases, but when people are investing money or choosing products for their children or health, they’ll want authentic, relatable feedback.
Customers’ purchasing behavior today is shaped not just by what’s on the product page but also by what people share on social media, detailed blog reviews, and real-life experiences. If brands truly want to enhance the experience, they should focus on making real customer reviews easier to access in voice format, not just summaries. Let the original voices come through. That’s where trust lives, and that’s what will differentiate in a world full of automation.
The playable dialog here is simply too wordy. It sounds like the marketing team simply wrote a Q&A litany of product attributes.
I sense no authenticity whatsoever.
This is an AI solution in search of a reason to exist, IMO.
These are voice product summaries, not product reviews. A helpful first step for some to determine applicability of product. Then on to purchaser reviews to validate product quality. This aligns with perplexity.ai and other AI voice inquiries. I ask. You tell me. Don’t make me type or read. Convenience access to information through AI.