Amazon Turkey has announced the launch of the beta version of its AI-powered shopping assistant, "Alexa for Shopping", in the Turkish market. This new feature, available via the Amazon mobile app and Amazon.com.tr, aims to transform the traditional shopping experience into an interactive one based on natural conversation and intelligent search.
Capabilities of the Smart Assistant in the Shopping Experience
The new assistant allows users to conduct in-depth product research by asking direct questions in natural language. Instead of traditional keyword-based searching, shoppers can now:
- Search for specifications: Inquire about specific technical criteria such as capacity, power, or ease of use for a particular product.
- Personalize gifts: Receive smart gift suggestions based on information such as age group and personal interests.
- Advanced comparison: Compare multiple options in terms of price, technical features, and key points highlighted by customers in their reviews.
The system relies on a combination of Amazon Turkey's product information, millions of customer reviews, and data available online, giving it the ability to provide comprehensive answers that support purchasing decisions.
Why This Development Matters
This launch aligns with a growing consumer trend toward smart technologies in Turkey. According to research conducted by the Amazon Data Institute (E-Commerce Standards Index) in August 2026, it was found that 50% of online shoppers in Turkey are open to using AI-powered shopping features.
The study showed that users are primarily looking for technical solutions in two areas:
- Price tracking: 33% of consumers.
- Summarizing customer reviews: 27% of consumers.
This is what the new Alexa assistant attempts to address by providing smart summaries of reviews and facilitating the quick comparison process.
Availability and Access
All users registered with Amazon accounts can access the feature for free. In the mobile app, it can be accessed via the Alexa icon located in the bottom right corner of the screen, while it is available on the web version via the Alexa section at the top of the site. Burak Erdem, Country Manager for Amazon in Turkey, noted that the Alexa shopping experience has been used by more than 350 million customers globally over the past year, confirming that this beta version will undergo continuous development based on user feedback in the Turkish market.