Voice shopping isn’t perfect yet, but Amazon sure does makes it easy to purchase something off of your list of replenishable household items.

RAIN’s VP of Emerging Experiences, Greg Hedges, thinks that shopping through Digital Assistants like Alexa can be the “gateway drug” for true Voice shopping in the future. As user habits change and clunky interactions are fixed over time, consumers will start doing more and more of their shopping via Voice.

Read more about what Greg Hedges has to say in Ad Age.