Amazon has introduced a new AI-powered feature called Help Me Decide, aimed at guiding indecisive shoppers toward a purchase. The tool appears on product pages in the U.S. when a user has been browsing without committing, and it draws on browsing history, search activity, and prior purchases to suggest a primary product, an upgrade option, and a budget-friendly alternative. Help Me Decide relies on Amazon's Bedrock and SageMaker machine‑learning platforms along with OpenSearch to compile recommendations and incorporate customer reviews. The feature is currently live in the Amazon app and mobile browsers. Read more →

Amazon has added a new AI-powered tool called “Help me decide” to its shopping experience. The feature analyzes a shopper’s searches, browsing and purchase history to surface product recommendations and explain why each item fits the user’s needs. Built on Amazon’s own large language models and services such as Bedrock, OpenSearch and SageMaker, the tool appears after a user has viewed multiple similar listings and is currently available in the United States on the Amazon Shopping app and website. It follows a series of earlier AI experiments, including the Rufus assistant, AI‑driven shopping guides, audio summaries and the Lens Live visual search tool. Read more →