Amazon has unveiled its latest artificial intelligence shopping feature, “Help Me Decide,” an AI-powered tool designed to help customers make faster and more confident purchase decisions. The feature uses Amazon’s vast AI ecosystem to recommend the best product for each shopper — and explains why it’s the right match.
What Is “Help Me Decide”?
The new AI tool appears on the Amazon Shopping app and website after a user browses several similar products. It analyzes browsing activity, search history, purchase patterns, and customer preferences to suggest personalized product options. Users can also access it through the “Keep Shopping For” section at the top of the homepage.
For example, if you’re researching camping gear, the tool may suggest a four-person all-weather tent because you previously viewed sleeping bags and stoves. The goal is to reduce “choice overload” by helping users identify the most suitable product faster.
How It Works
“Help Me Decide” uses a mix of large language models (LLMs) and AWS technologies, including Bedrock for generative AI, SageMaker for recommendation modeling, and OpenSearch for analyzing search data. Based on these insights, the system offers three main recommendations:
- Top Pick: The best match for the shopper’s needs.
- Budget Pick: A more affordable alternative.
- Upgrade Pick: A premium version with added features.
This structured approach provides flexibility while maintaining transparency in how AI-driven suggestions are made.
Amazon’s Vision for AI Shopping
Amazon’s Vice President of Personalization, Daniel Lloyd, said the tool “saves customers time by using AI to deliver recommendations tailored to their needs, giving them confidence in their decisions.” The initiative highlights Amazon’s broader effort to integrate AI into every part of its shopping experience, building trust and improving convenience.
The company’s growing suite of AI tools includes:
- Rufus, a conversational shopping assistant.
- Lens Live, a visual search tool that identifies real-world objects.
- Shopping Guides, AI-generated product category pages.
- Audio Review Summaries, which use AI to condense customer feedback.
Why It Matters
With around 70% of consumers open to using AI to compare products, according to industry studies, “Help Me Decide” addresses a growing demand for smarter, personalized e-commerce tools. It also reinforces Amazon’s position at the forefront of AI innovation in retail, as competitors like Google and OpenAI explore similar shopping assistants.
Availability
“Help Me Decide” is now available to U.S. users on the Amazon app (iOS and Android) and the Amazon website. The company plans to expand it globally after gathering feedback and refining the recommendation system.
Bottom Line
Amazon’s “Help Me Decide” is more than just a recommendation engine — it’s an intelligent shopping companion that explains its reasoning, minimizes confusion, and enhances confidence. As AI becomes central to online shopping, this feature represents Amazon’s vision for a smarter, more intuitive, and transparent e-commerce future.
