Brands on the Amazon Brand Registry who were invited to the beta will be able to see the new Customers Ask Alexa feature in Seller Central. (Image: Amazon)
Amazon will give brands the option to answer queries on its smart speakers and displays. The company revealed during its Amazon Accelerate conference a new Alexa feature that allows brands to add their answers to questions you may ask the device. One example was: "How can I remove pet hair from my carpet?" Instead of just giving generic tips taken from the web, Echo devices can offer answers submitted by brands—presumably recommending their products—and linking them to the brand's Amazon storefront.
According to Amazon, all the answers will go through Alexa's content moderation and quality checks before the most appropriate answers are selected. Of course, we're hoping that system won't be abused. The feature is coming to Amazon's Seller Central for select brand groups starting next month on an invite-only basis at first. The company plans to roll this out to all eligible brands in the US in 2023.