Amazon’s new AI shopping tool tells you why you should buy a recommended product

Amazon has been stuffing AI features into its shopping experience for the past few years. Today, the company unveiled a new feature called “Help Me Decide,” which takes into account your search, browsing and purchase history on Amazon to make product recommendations and explain why a particular product is right for you.

For example, if you are shopping for a camping tent, and have seen sleeping bags, stoves, and camping boots for four people, help me decide on an all-season, four-person warm tent. The tool will initially stick to the price range you’re currently browsing, but it can suggest cheaper or more expensive items if you want to see more options.

Amazon says the “Help me decide” button will appear when a user browses through many similar listings. The button is also located at the top of the homepage under the “Keep shopping for” option.

“It saves you time by using AI to provide product recommendations tailored to your needs after you’ve browsed several similar items,” said Daniel Lloyd, Amazon’s vice president of personalization.

Amazon said it is using big language models including AWS’s generative AI app service, Bedrock, search service OpenSearch and recommendation service SageMaker for the tool.

The feature will be available for US customers on the Amazon Shopping app on iOS and Android and on the web.

Over the past year, e-commerce companies have implemented multiple shopping tools to drive more purchases. Last year, it introduced Rufus, an AI assistant that was sought after Help answer user questions about products. Then in October 2024, it adds AI-powered shopping guide for over 100 categoriesAnd this year, it started providing audio Product and review summary.

And then in September, it debuted Lens is livewhich allows users to point their phone’s camera at things around them in the world and get product recommendations on Amazon.

Google, OpenAI And Confusion It is also investing in AI-powered shopping tools to drive more sales.