Amazon Launches Customer Service in French Sign Language

Amazon has introduced a new customer service option in French Sign Language (LSF), making it easier for deaf and hard-of-hearing individuals in France to communicate in their primary language. For the estimated 200,000 people who rely on LSF as their main language often using written French only as a secondary option this initiative represents a major step toward inclusivity and accessibility.

The service is designed to be simple and widely accessible. Customers can connect through a computer, smartphone, or tablet equipped with a camera, without the need for any additional software. Once connected, they are able to engage in video calls with professional LSF interpreters, who facilitate real-time conversations with Amazon’s Customer Service agents. This ensures that every interaction is smooth, efficient, and adapted to the customer’s communication needs.

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Samira Bejnouni Terlier, Head of Customer Experience in France, emphasized the importance of this initiative: “This initiative reflects our commitment to creating inclusive experiences for all our customers. We want everyone to be able to benefit from the same level of support, regardless of how they communicate.”

The rollout of LSF support demonstrates Amazon’s continued investment in accessible customer care. By integrating sign language into its service channels, the company is addressing a long-standing need within the deaf and hard-of-hearing community, ensuring they have equal access to assistance when shopping, resolving issues, or managing their accounts.

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Looking ahead, Amazon has ambitious plans to expand this accessibility feature even further. The company intends to make the LSF service available throughout all customer service opening hours in France from 6 a.m. to midnight, seven days a week. In addition, by October 2025, Amazon will integrate French Cued Speech (LPC), another communication method widely used within the deaf community. This addition will further broaden support options and enhance inclusivity for customers with diverse communication preferences.

The launch of this service not only reflects Amazon’s dedication to customer-centric innovation but also highlights the growing importance of accessibility in digital customer service. As consumers increasingly expect businesses to provide inclusive and personalized support, Amazon’s move positions it as a leader in adapting to the needs of all customers, regardless of language or ability.

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By embracing LSF and planning to incorporate LPC, Amazon is setting a benchmark for how technology and customer care can work together to create truly inclusive experiences. For many in the deaf and hard-of-hearing community, this initiative is more than just a new feature it is a meaningful opportunity to interact with customer service on equal terms, with dignity and ease.

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