Amazon continues its push toward a future where artificial intelligence (AI) takes on the role of personal assistant in online shopping. The company announced a new feature called “ Help me decide ,” a tool that leverages big language models and generative AI to recommend products that fit each shopper’s needs and preferences.
The feature is based on an intelligent data analysis systemthat takes into account searches, browsing , and purchase history on Amazon. It can therefore explain why a particular product is the best choice for them — a feature that brings the shopping experience closer to a human dialogue with a qualified salesperson.
How Amazon's "Help me decide" works
According to Amazon, the “ Help me decide ” button will appear after a user has browsed several listings , suggesting products that align with the buyer’s profile. For example, if someone has viewed four-person sleeping bags , stoves , and hiking boots , the system might suggest a four-person, all-season tent , explaining that it meets the criteria for comfort, durability, and price (things the user has demonstrated through their activity).
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Initially, the feature is limited to products that fall within the price range the user has already explored. However, it can also show cheaper or more expensive options if the shopper chooses to see more suggestions. The new button will be available in the app Amazon Shopping for iOS and Android, as well as on Amazon.com, initially for users in the United States.
The technology behind the tool
Amazon revealed that “Help me decide” is based on a combination of advanced AI technologies:
- AWS Bedrock for generative AI,
- OpenSearch for improved search,
- and SageMaker for machine learning and product recommendations.
As Daniel Lloyd, an Amazon executive, said, "'Help me decide' saves customers time by offering targeted recommendations based on their needs, while giving them more confidence before the final purchase."
This strategy aligns with Amazon's vision to transform the shopping experience into a dialogue with an "intelligent" assistant, which understands the user and guides them through millions of products in a natural and understandable way.
A strategic investment in AI experience
The new feature is the next step in a series of AI initiatives Amazon has been rolling out over the past year. In 2024, the company introduced Rufus, an AI assistant that answers users' questions about products and categories.
This was followed by shopping guides for over 100 categories, as well as audio product summaries and ratings — an innovation that allows consumers to listen to short summaries without reading dozens of reviews.
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In September, Amazon also introduced Lens Live , a feature that allows users to point their phone camera at objects around them and receive real-time shopping suggestions
All these additions make up a complete artificial intelligence ecosystem, where every user interaction is transformed into valuable data for further personalizing the shopping experience.
Competition in the age of AI
Amazon isn't the only one moving in this direction. Google, OpenAI , and Perplexity AI are also developing intelligent shopping tools that leverage natural language, analyze user intent, and provide personalized recommendations.
The battle for which platform will offer the most “human” shopping experience has already begun — and the competition is not just about e-commerce, but also about who will dominate the data and advertising ecosystem of the future.
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For Amazon, the integration of artificial intelligence is not just a technological step, but a strategic transformation of the shopping experience itself. “Help me decide” brings the company one step closer to its vision of fully personalized, interactive and “smart” shopping, where every suggestion is the result of analysis, learning and human understanding — through algorithms.
