Amazon Intros 'Help Me Decide'

Amazon has launched 'Help Me Decide', a new AI-powered feature designed to simplify online shopping. This tool analyses user browsing history and preferences to offer a single, tailored product recommendation within a specific category. 'Help Me Decide' aims to combat decision fatigue by providing clear reasons why a particular product suits the customer's needs.

The feature appears as a button on product detail pages after a customer has viewed similar items. Once activated, it uses AI to highlight relevant features and insights from customer reviews. For example, when shopping for a camping tent, the tool considers previously viewed items like sleeping bags and stoves to suggest an appropriate tent. It also provides upgrade and budget alternatives.

'Help Me Decide' is currently available to US customers using the Amazon Shopping app on iOS and Android, as well as on mobile browsers. It expands Amazon's suite of AI shopping tools, which includes the Interests feature, Shopping Guides, and the Rufus AI assistant. The technology uses large language models and AWS services like Amazon Bedrock and Amazon SageMaker to process user data and match it with product information.