Amazon aids product selection with new mobile AI assistant
Amazon continues releasing artificial intelligence solutions designed to streamline the process of searching, evaluating and purchasing products.
The online giant is launching a new generative AI-based mobile shopping tool called "Help Me Decide," which has been built to aid customers in zeroing in on the right product while searching for a specific type of item.
If a shopper has been browsing through similar products but haven't made a purchase, the "Help Me Decide" button will appear at the top of the product detail page. With a tap, the solution will analyze customer browsing activity, searches, shopping history, and preferences to recommend the right product.
For example, if a shopper is looking for a new camping tent, Help Me Decide will analyze the tents they have already viewed along with other details from their shopping history to make a highly personalized and targeted recommendation for a specific type of tent that meets their broader lifestyle needs.
How it works
To use Help Me Decide in the Amazon shopping app or on mobile browser, customers follow these steps:
1. As they are shopping, customers will see the “Help Me Decide” button appear on product detail pages after viewing several similar items. They can also find Help Me Decide by tapping “Keep shopping for” at the top of the homepage.
2. Customers can tap the “Help Me Decide” button to see a product recommendation based on their shopping history and preferences. The recommendation includes a clear explanation of why it’s a fitting choice, highlighting relevant features, providing insights from customer reviews, and explaining how it aligns with a customer’s previous purchases and preferences.
3. If shoppers want to see more options, they can explore an upgrade pick and a budget option.
"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," said Daniel Lloyd, VP of personalization at Amazon. "Help Me Decide continues to build on our commitment to use AI to improve the customer experience by creating tools that make shopping easier and more enjoyable."
Help Me Decide is currently available to millions of U.S. customers in the Amazon Shopping app (iOS and Android) and mobile browser. Shoppers will know if they have the Help Me Decide feature by visiting "Keep shopping for" at the top of the Amazon shopping app or on the detail page once they have viewed multiple products within a category.
Help Me Decide uses large language models (LLMs) and Amazon Web Services managed cloud AI services like Amazon Bedrock, Amazon OpenSearch, and Amazon SageMaker to understand what customers need and why by looking at their shopping history and preferences, then matches this information with product details and customer reviews to recommend products.
Amazon provides shoppers AI assistance
Help Me Decide is the latest in a series of AI tools Amazon has been releasing to ease shopping for its customers. In September 2025, the retailer introduced Lens Live, a new AI-based feature of its Amazon Lens tool, which lets app users search for products based on photos from their device’s camera roll.
In April 2025, Amazon went live in the U.S. with a feature called "Buy for Me” in its iOS and Android shopping app. Buy for Me displays select products in its search results even if it doesn’t sell them in its store and links to the brand’s website so customers can purchase items there.
Earlier this year, Amazon also issued a new released of its Amazon Alexa voice-enabled device called Alexa+, which is equipped with agentic AI and can let customers seamlessly connect with a wide variety of retailers and services including Amazon, Whole Foods Market, Uber, GrubHub, Ticketmaster, and Yelp.
Amazon made a substantial splash in the still-emerging AI shopping tool space in 2024 with Rufus, its generative AI-based expert shopping assistant trained on Amazon’s product catalog, customer reviews, community Q&A, and information from across the web to answer customer questions on topics such as shopping needs, product and comparisons; make recommendations based on conversational context; and facilitate product discovery within the mainstream Amazon shopping experience.
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