Amazon AI Shopping Tool: Why You Should Buy Recommended Products

Amazon Introduces AI-Powered Shopping Assistance: “Help Me Decide”

For several years, Amazon has been integrating AI features into its shopping platform. Today marks the unveiling of a new capability called “Help me decide.”

This feature leverages a user’s search history, browsing activity, and past purchases on Amazon to offer tailored product suggestions. It also explains the rationale behind why a specific product might be a good fit.

How “Help Me Decide” Works

Consider a scenario where a customer is searching for a camping tent. If they have previously viewed sleeping bags designed for four people, camping stoves, and purchased hiking boots, “Help me decide” might recommend a warm, all-season tent accommodating four individuals.

Initially, the tool will focus on the price range the user is currently exploring. However, it offers the flexibility to display more affordable or premium options upon request.

Amazon states that the “Help me decide” button will appear after a user has examined numerous comparable listings. It is also accessible under the “Keep shopping for” section on the homepage.

According to Daniel Lloyd, Vice President of Personalization at Amazon, “Help Me Decide” streamlines the shopping process. By utilizing AI, it delivers personalized product recommendations after extensive browsing, bolstering confidence in purchasing decisions.

Underlying Technology

The development of this tool relies on large language models. Amazon is also utilizing AWS’ generative AI app service, Bedrock, alongside the search service OpenSearch and the recommendation service SageMaker.

Currently, the feature is available to customers in the U.S. through the Amazon Shopping app on both iOS and Android platforms, as well as on the web.

Expanding AI Integration

Throughout the past year, the e-commerce giant has introduced several shopping tools aimed at increasing sales. Last year saw the launch of Rufus, an AI assistant designed to answer product-related questions.

In October 2024, AI-powered shopping guides were added for over 100 product categories. This year, Amazon began offering audio summaries of products and customer reviews.

Furthermore, in September, Lens Live was introduced, enabling users to receive product suggestions on Amazon by simply pointing their smartphone camera at objects in their surroundings.

Competitors such as Google, OpenAI, and Perplexity are also actively investing in AI-driven shopping tools to enhance sales performance.