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Tech and AI

Amazon opens Alexa for Shopping, its AI shopping assistant, to customers in Türkiye in beta

What happened
Amazon Türkiye has opened Alexa for Shopping, an AI assistant that answers shopping questions in conversation, to its customers in beta.
Why it matters
It is free for anyone signed in to an Amazon account and works in the mobile app and on Amazon.com.tr.
What’s next
Amazon says it will keep adding features in line with what customers expect.

How this story developed

  1. 13:37First report
  2. 14:042nd source
  3. 14:04Confirmed
  1. 13:37First reportWebrazzi
  2. 14:042nd sourceHabertürk
  3. 14:04LatestConfirmedWas: Single source
Full story

What it does

Amazon Türkiye announced on Thursday that Alexa for Shopping, its AI-powered shopping assistant, is now available in beta to customers in Türkiye. Webrazzi and Habertürk both reported the launch. The assistant runs in the Amazon Türkiye mobile app and on Amazon.com.tr, and works through conversation in everyday language.

A customer exploring an unfamiliar product category can ask what to look out for, such as capacity, power and ease of use. Someone looking for a gift can describe the person’s age and interests and get suggestions. A customer torn between two products can ask for a comparison of their features, prices and the points that stand out in customer reviews.

Where the answers come from

According to Amazon, the beta draws on product information and millions of customer reviews on Amazon Türkiye, as well as on information from across the web, and puts these together to make shopping decisions easier.

The feature is free for every customer signed in to an Amazon account. Habertürk explained how to reach it: after updating the mobile app, customers tap the Alexa icon in the bottom right corner of the screen; on the website, the Alexa field is at the top of the page.

What Amazon says

“We are very happy to bring this experience, used by more than 350 million customers around the world in the last 12 months, to our customers in Türkiye.”

Burak Erdem, Amazon Türkiye country manager, Habertürk(translated)

Erdem described the assistant as a concrete example of the company’s investment in artificial intelligence, and said Amazon would keep improving it with new features.

Amazon published the launch alongside a survey it commissioned from the research firm Veri Enstitüsü. The E-Commerce Standards Index study was carried out in August 2026 with a sample of 2,530 people representing Türkiye. It found that 50% of consumers who had shopped online in the previous six months were open to using AI-powered shopping features. Both the announcement and the survey come from Amazon itself.