Amazon is introducing a new artificial intelligence feature to assist customers in selecting products. This AI tool, found under the “Help me decide” button, will become visible when browsing multiple similar items on Amazon’s mobile app or website. By analyzing your browsing behavior, search history, and preferences, the AI suggests which product to purchase.
For instance, if you're considering a camping tent, the AI may recommend one based on the tents you've explored and your previous shopping activity. If you’ve looked at sleeping bags for cold weather or purchased hiking boots for children, it might suggest an all-season tent for four people.
Image: Amazon
This feature is part of Amazon’s broader strategy to incorporate artificial intelligence to enhance shopping experiences. In the past year, they introduced an AI chatbot called Rufus, designed to guide customers through their purchasing decisions. Additionally, they offer AI-generated buying guides and the Lens Live AI feature, which uses your phone's camera to identify products in your surroundings that are available on Amazon. Among these tools, the AI review summaries have been particularly useful to me.
The “Help me decide” feature is currently being rolled out to millions of users in the United States. It appears in the top-right corner of the Amazon Shopping app or via a mobile browser when you've checked out several similar products. With a press, Amazon reveals its recommendation along with the reasons behind the choice. Options also include a “budget pick” for the cost-conscious and an “upgrade option” for those seeking premium features.