Amazon's AI Shopping Assistant Explains Key Features of Recommended Products

For several years, Amazon has been weaving AI features directly into its shopping platform. Today, the company introduced "Help Me Decide," a new tool that analyzes your searches, browsing history, and past purchases to provide personalized product suggestions and explain why certain items might be a good fit for you.

For instance, if you're shopping for a camping tent and have previously looked at four-person sleeping bags and stoves, or bought camping boots, the tool might recommend a four-season, four-person tent designed for warmth. Initially, it stays within the price range you're viewing, but can also suggest more affordable or premium options if you ask to see more choices.

Amazon states the "Help Me Decide" button will appear after a user has explored numerous similar product listings. The button also appears beneath the "Keep shopping for" section on the homepage.

“Help Me Decide uses AI to save you time by offering tailored product recommendations after you’ve browsed several similar items, helping you feel more confident in your final choice,” said Daniel Lloyd, Amazon's vice president of personalization.

Amazon noted that the tool is built using large language models alongside AWS services including the generative AI platform Bedrock, the OpenSearch service, and the SageMaker recommendation engine.

This feature will be available to U.S. shoppers via the Amazon Shopping app on iOS and Android, as well as on the web.

Over the last year, the e-commerce giant has rolled out several AI-driven tools to boost sales. Last year, it launched Rufus, an AI shopping assistant designed to answer product-related questions. In October 2024, it added AI-powered shopping guides for over 100 categories, and later began offering audio summaries for products and reviews.

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Then, in September, it debuted Lens Live, a feature that lets users point their phone camera at objects in their surroundings to receive product suggestions from Amazon.

Other tech leaders like Google, OpenAI, and Perplexity are also investing in AI-powered shopping tools to increase sales.