Amazon continues to enhance its shopping experience with AI, unveiling a new feature called “Help Me Decide”. This tool analyzes your browsing, search, and purchase history to recommend products tailored to your needs — and explains why each recommendation suits you. Whether you’re shopping for camping gear or other items, “Help Me Decide” aims to make choosing easier and more confident.
Introducing ‘Help Me Decide’: Your Personalized Shopping Assistant
After browsing several similar products, you might notice a new “Help Me Decide” button appearing on Amazon. This feature suggests items based on your previous searches and purchases, helping you find the perfect product without endless scrolling.
How ‘Help Me Decide’ Works
For example, if you’ve been looking at four-person sleeping bags, camping stoves, and have bought camping boots, the tool might recommend an all-season, four-person warm tent. Initially, recommendations stay within your current price range, but you can opt to see cheaper or more premium options as well.
The Technology Behind the Tool
Amazon leverages large language models alongside its AWS services like Bedrock (generative AI), OpenSearch (search), and SageMaker (recommendations) to power this feature. This combination allows the tool to understand your preferences and provide meaningful suggestions.
Where You Can Use ‘Help Me Decide’
The feature is available to U.S. customers on the Amazon Shopping app for iOS and Android, as well as on the web. Look for the button after exploring multiple similar listings or under the “Keep shopping for” option at the top of the homepage.
Amazon’s Growing AI Shopping Features
This launch follows several AI-driven initiatives by Amazon over the past year. Last year, Amazon introduced Rufus, an AI assistant to answer product questions. In October 2024, it added AI-powered shopping guides covering over 100 categories. This year, Amazon began offering audio summaries of products and reviews. Most recently, in September, it launched Lens Live, allowing users to point their phone cameras at real-world items to get Amazon product suggestions.
AI Shopping Innovations Across the Industry
Amazon isn’t alone in this AI shopping push. Companies like Google, OpenAI, and Perplexity are also investing heavily in AI-powered tools designed to enhance online shopping and boost sales.