Amazon has introduced a new AI-powered shopping feature called Help Me Decide, designed to help customers quickly choose the right product from similar options. The tool uses artificial intelligence to analyze users' browsing history, searches, shopping activity, and preferences to make personalized recommendations with a single tap.
When customers browse several similar items without making a purchase, the Help Me Decide button appears at the top of the product detail page. By tapping this button, shoppers receive a recommendation tailored to their needs. The suggestion includes an explanation of why the product is suitable, highlighting relevant features and customer review insights. Customers can also access Help Me Decide through the "Keep shopping for" section on the Amazon Shopping app homepage.
Daniel Lloyd, vice president of Personalization at Amazon, said: "Help Me Decide saves you time by using AI to provide product recommendations tailored to your needs after you’ve been browsing several similar items, giving you confidence in your purchase decision. Help Me Decide continues to build on our commitment to use AI to improve the customer experience by creating tools that make shopping easier and more enjoyable."
The feature is currently available to millions of U.S. customers using the Amazon Shopping app on iOS and Android devices or via mobile browsers.
Help Me Decide is part of Amazon’s broader initiative to enhance online shopping with artificial intelligence. Other tools include Interests, which monitors for products matching users’ prompts; Shopping Guides that compile expert advice and recommendations; Rufus, an AI assistant for real-time questions about products; and Amazon Lens Live for instant visual search results.
These developments are intended to streamline product discovery and support informed purchasing decisions for Amazon shoppers.