Amazon has been incorporating 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 searches, browsing, and purchasing history on Amazon to suggest products and explain why a particular product is right for you.
For example, if you are shopping for a camping tent and you have looked at sleeping bags and stoves for four people, and purchased camping shoes, let me help you decide which would recommend a warm tent for four people, suitable for all seasons. The tool will initially stick to the price range you’re 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 multiple similar listings. The button is also located under the “Continue Shopping” option at the top of the homepage.
“Help Me Decide saves you time by using AI to provide product recommendations tailored to your needs after browsing multiple similar items, giving you confidence in your purchasing decision,” Daniel Lloyd, vice president of personalization at Amazon, said in a statement.
Amazon said it is using large language models from AWS’s generative AI app service, Bedrock, along with search service OpenSearch and recommendation service SageMaker for the tool.
The feature will be available to consumers in the US on the Amazon Shopping app on iOS and Android and on the web.
Over the past year, the e-commerce company has implemented several shopping tools to drive more purchases. Last year, it introduced its AI assistant Rufus, which helps answer users’ questions about products. Then in October 2024, it added AI-powered shopping guides for more than 100 categories, and this year, it started providing audio product and review summaries.
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And then in September, it introduced Lens Live, which lets users point their phone’s camera at things around the world and get product suggestions on Amazon.
Google, OpenAI and Perplexity are also investing in AI-powered shopping tools to drive more sales.
