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

Amazon has been incorporating AI features into its shopping experience over the past few years. The company today unveiled a new feature called Help Me Decide, which takes into account your searches, browsing, and shopping history on Amazon to suggest products and describe why a particular product is right for you.

For example, if you’re shopping for a camping tent, and you’ve looked at four-person sleeping bags, stoves, and purchased camping boots, my decision aid will suggest a warm all-season tent that sleeps four. 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 several similar listings. The button is also located under the “Continue Shopping” option at the top of the home page.

“My Decision Help saves you time by using artificial intelligence to deliver product recommendations tailored to your needs after browsing many similar items, giving you confidence in your purchasing decision,” Daniel Lloyd, Amazon’s vice president of personalization, said in a statement.

Amazon said it uses large language models along with AWS’s generative AI application service, Bedrock, its OpenSearch search service, and its SageMaker recommendation service for the tool.

This feature will be available to US consumers on the Amazon Shopping app on iOS and Android and on the web.

Over the past year, the e-commerce company has implemented multiple shopping tools to attract more purchases. Last year, it introduced its AI assistant Rufus, which sought to help answer users’ questions about products. Then in October 2024, it added AI-powered shopping guides for more than 100 categories, and this year it began offering audio product summaries and reviews.

Then in September, it debuted Lens Live, which lets users point their phone’s camera at things around them in the world and get product suggestions on Amazon.

Google, OpenAI, and Perplexity are also investing in AI-powered shopping tools to drive sales.