Amazon has unveiled a new artificial intelligence-powered shopping assistant called “Help Me Decide,” designed to make product selection easier for customers who struggle to choose between similar items.
The new tool leverages AI to deliver personalized product recommendations based on each shopper’s browsing history, searches, and past purchases.
The e-commerce giant announced that the feature is currently available to a random selection of millions of U.S. consumers, with plans for a broader rollout in the coming months. The move comes as major retailers increasingly experiment with AI-driven shopping experiences, following the rise of platforms such as ChatGPT integrate online checkout features.
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“Help Me Decide” appears as a button on product detail pages when a shopper has browsed through several similar items without making a purchase. By tapping the button, customers activate Amazon’s AI system, which analyzes their browsing patterns, purchase history, and stated preferences to recommend the most suitable product.
For instance, if a shopper has been looking for a new camping tent and has previously searched for sleeping bags, stoves, or hiking boots, Help Me Decide may suggest an all-season, four-person tent that meets the customer’s specific needs—such as warmth, size, and family suitability.
Amazon Vice President of Personalization, Daniel Lloyd, explained that the tool is designed to save time and enhance confidence in purchasing decisions.
“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,” Lloyd said. “This feature builds on our commitment to use AI to improve the customer experience by making shopping easier and more enjoyable.”
For consumers, the “Help Me Decide” feature could make shopping on Amazon more intuitive and enjoyable. The assistant’s ability to explain why a product is recommended builds transparency and confidence, two factors that can significantly improve customer satisfaction. Over time, this is likely to enhance user loyalty and encourage repeat purchases, strengthening Amazon’s ecosystem that includes Prime subscriptions, ads, and third-party seller participation.
Technology Behind the Tool
Help Me Decide utilizes large language models (LLMs) and various Amazon Web Services (AWS) technologies, including Amazon Bedrock, Amazon OpenSearch, and Amazon SageMaker, to interpret a shopper’s intent and preferences. The system combines this information with product details and verified customer reviews to suggest items that best fit the customer’s requirements.
The feature is currently available in the Amazon Shopping app for iOS and Android, as well as on mobile browsers. Users can find it by visiting the “Keep shopping for” section on the homepage or directly on product detail pages after viewing multiple items in a given category.
Amazon noted that “Help Me Decide” expands its growing suite of AI-powered shopping tools, reinforcing its mission to make shopping faster, more personalized, and enjoyable. The company says it will continue to innovate using AI to enhance convenience and help customers make smarter, more confident buying decisions.
Given Amazon’s massive traffic, even a small improvement in conversion rates could translate into billions of dollars in additional revenue annually. According to Business Insider, Amazon’s earlier AI assistant, “Rufus,” was projected to contribute over $700 million in operating profit through increased downstream sales.
In the medium term, Amazon’s AI-powered shopping assistant could become a cornerstone of its profitability strategy. Beyond boosting direct sales, it strengthens Amazon’s ad targeting, improves inventory management, and enhances the overall user experience.
Analysts expect that widespread adoption of AI-driven shopping will not only boost revenue but also expand Amazon’s margins by automating parts of customer service and recommendation systems that previously required human oversight.
