If you’ve ever scrolled endlessly through product listings on Amazon, torn between two near-identical options, the company now wants to put an end to that indecision.
On Thursday, Amazon rolled out “Help Me Decide,” an AI-powered feature designed to help shoppers confidently pick “the one” — whether it’s a new pair of headphones or a family-size camping tent.
The feature appears on Amazon’s shopping app (iOS and Android) and mobile web after you’ve spent time comparing similar items. A small button labeled Help Me Decide pops up, offering a personalized recommendation based on your browsing history, searches, and past purchases.
According to Daniel Lloyd, Amazon’s vice president of Personalization, “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.”
Amazon says the tool draws from the company’s massive data infrastructure, including AWS Bedrock, OpenSearch, and SageMaker, to understand preferences and compare products.
The system doesn’t just toss out a random suggestion. It also provides an explanation that highlights key features, customer insights, and how the product aligns with the shopper’s previous habits.
Building on Amazon’s AI shopping ecosystem
“Help Me Decide” joins a growing lineup of AI features that Amazon has been quietly embedding into its e-commerce experience.
Earlier tools include Rufus, a chatbot assistant that answers real-time product questions; AI Shopping Guides, which curate expert advice across product categories; and Lens Live, which allows shoppers to get product suggestions by simply pointing their phone camera at objects around them.
With this rollout, Amazon joins a growing list of retailers experimenting with AI-driven personalization. Competitors like Walmart have integrated shopping into OpenAI’s ChatGPT, while Google’s AI Mode allows shoppers to describe what they’re looking for in conversational language.
Analysts see these innovations as part of a broader shift toward “context-aware commerce,” in which AI systems understand not just what shoppers want but also why they want it.
According to Adobe’s September survey, “Over one-third [of online shopper] report having used an AI-powered service for online shopping, with top use cases including research (per 53% of respondents), product recommendations (40%), finding deals (36%), and gift inspiration (30%)” — a number that’s expected to rise as AI becomes more integrated into retail platforms.
Amazon says “Help Me Decide” is currently available to millions of US users, with a broader rollout expected in the coming months. To check if it’s live on your account, visit the “Keep shopping for” section in the Amazon app or look for the feature after viewing multiple items within a category.
Amazon also has an ambitious workforce goal: it plans to automate 75% of its operations.