Amazon launches AI shopping tool that recommends products for you

Amazon has launched a “Help me decide” AI tool that automatically recommends products when users browse similar items on its mobile app and website. The feature analyzes browsing history, searches, and shopping preferences to make personalized suggestions, representing Amazon’s latest effort to use artificial intelligence to drive more sales.

How it works: The AI tool appears as a button in the top-right corner when users have viewed several similar products, offering tailored recommendations with explanations.
• For example, if shopping for camping tents, the AI might suggest an all-season four-person tent based on previous searches for cold-weather sleeping bags or purchases of kids’ hiking boots.
• Users can also view a “budget pick” and an “upgrade option” alongside the main recommendation.
• The feature is currently rolling out to millions of users across the United States.

The bigger picture: This launch is part of Amazon’s broader AI shopping initiative that includes multiple tools designed to increase customer purchases.
• Last year, Amazon introduced Rufus, an AI chatbot that guides users through purchase decisions, and AI-generated buying guides.
• The company also recently launched Lens Live AI, which uses phone cameras to scan rooms and find matching products on Amazon.
• Despite these AI additions, Amazon’s AI review summaries remain the most widely adopted feature among users.

Why this matters: Amazon continues investing heavily in AI-powered shopping tools as it seeks to maintain its e-commerce dominance and increase customer engagement through personalized experiences.
• The “Help me decide” feature represents a direct attempt to reduce decision paralysis that can prevent purchases, potentially boosting conversion rates for similar product categories.