Amazon has been integrating AI features into its shopping experience for several years. Today, the company unveiled a new feature called Help Me Decide. This tool uses your searches, browsing history, and past purchases on Amazon to suggest products and explain why a particular item might be right for you.
For example, if you are shopping for a camping tent and have previously looked at sleeping bags for four people and stoves, or if you have bought camping boots, Help Me Decide might suggest an all-season, four-person warm tent. The tool initially stays within the price range you are currently browsing, but it can also suggest cheaper or more expensive items if you choose to see more options.
Amazon says the Help Me Decide button will appear after a user has browsed through many similar listings. The button is located under the Keep Shopping For option at the top of the homepage.
Daniel Lloyd, vice president of personalization at Amazon, stated that Help Me Decide saves you time by using AI to provide product recommendations tailored to your needs after you have been browsing several similar items, giving you confidence in your purchase decision.
Amazon is using large language models along with several of its AWS services for this tool, including the generative AI app service Bedrock, the search service OpenSearch, and the recommendation service SageMaker.
The feature will be available to consumers in the United States on the Amazon Shopping app for iOS and Android, as well as on the web.
Over the past year, the e-commerce company has implemented multiple AI shopping tools to drive more purchases. Last year, it introduced an AI assistant named Rufus, which was designed to help answer user questions about products.
Then in October 2024, Amazon added AI-powered shopping guides for over one hundred categories. This year, it started providing audio summaries of products and reviews.
In September, Amazon debuted Lens Live, an AI-powered tool that lets users point their phone camera at objects in the real world to get product suggestions on Amazon.
Other companies, including Google, OpenAI, and Perplexity, have also been investing in AI-powered shopping tools to drive more sales.