Amazon is rolling out a new AI‑powered “Help me decide” button on its mobile app and website. When shoppers view several similar products, the button offers a single recommendation based on their browsing history, searches, and past purchases. The suggestion includes a brief rationale, a budget alternative, and a premium upgrade option. The feature joins a suite of recent Amazon AI tools, including the Rufus chatbot, AI‑generated buying guides, and Lens Live AI, which scans a room to match items. The rollout targets millions of U.S. users and aims to streamline product choice while encouraging additional sales. Read more →