Amazon has been packing AI features into its shopping experience in recent years. Today, the company announced a new feature called “Help me Decisions,” which takes into account your search, browsing, and shopping history on Amazon to suggest products and explain why a particular product might be right for you.
For example, if you are looking to buy a camping tent and have considered a 4-person sleeping bag, stove, and camping boots, Decision Help will suggest a warm, all-season 4-person tent. The tool will initially lock you in the price range you’re currently viewing, but it can also suggest cheaper or more expensive items if you choose to see more options.
Amazon says the “Help me decide” button appears after a user has viewed a number of similar products. This button is also located under the “Continue Shopping” option at the top of the homepage.
“Help Me Decide saves you time and helps you make confident purchasing decisions by using AI to recommend products that fit your needs after you browse several similar products,” Daniel Lloyd, Amazon’s vice president of personalization, said in a statement.
Amazon said the tool uses large-scale language models along with AWS’s generative AI app service Bedrock, search service OpenSearch, and recommendation service SageMaker.
The feature will be available to U.S. consumers in the Amazon Shopping app on iOS and Android, and on the web.
Over the past year, the e-commerce company has introduced multiple shopping tools to encourage more purchases. Last year, the company introduced Rufus, an AI assistant that helps answer user questions about its products. In October 2024, we added AI-powered shopping guides to more than 100 categories, and this year we started offering summaries of audio products and reviews.
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And in September, it debuted Lens Live, which lets users point their phone’s camera at objects around the world to get product suggestions on Amazon.
Google, OpenAI, and Perplexity are also investing in AI-powered shopping tools to increase sales.
