Several years ago, when tech giants Apple and Google were first experimenting with rudimentary voice recognition, the prospect of audible shopping was touted as a lucrative opportunity for established retailers.

But as voice recognition has become more of a reality in the future, it’s increasingly clear that the technology may cut many retailers out of the equation all together.

Amazon’s third annual Prime Day last week was marked by two inescapable facts: not only is voice shopping a reality, those who have invested in its development are looking to cash in.

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