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This feature looks like it is still in development and has not yet been rolled out for all, because we could not find this feature on some of the devices. This feature also did not show up in the mobile app which might suggest its rollout first for the desktop interface. This might be a chatbot for assistance or an Amazon executive. The chat option for the customer’s query is already available on Amazon which can be accessed.

This new feature is going to add value to customer service with real-time assistance. According to the data presented by the vwo website 77% of users say they want to contact a real person before buying. 60% of the customers hate waiting for more than a minute for assistance which somewhere makes it necessary to give assistance through a digital bot. It would be interesting to see how this new Live Assistance feature assists buyers while buying a product on Amazon.

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