Amazon Introduces “Help Me Decide,” a Generative AI Shopping Assistant for Personalized Product Recommendations

Amazon has launched “Help Me Decide,” a new AI-powered shopping feature designed to simplify product selection by analyzing a user’s searches, browsing, and purchase history. The feature uses large language models and AWS Bedrock, along with OpenSearch and SageMaker, to recommend products tailored to individual preferences and explain why each suggestion is relevant.

Initially available in the U.S. across the Amazon Shopping app on iOS, Android, and the web, the tool appears after users browse multiple similar items and refines choices based on their behavior and price range.

The launch follows Amazon’s continued integration of AI into e-commerce, including the Rufus shopping assistant, category-specific AI guides, and Lens Live visual search. With “Help Me Decide,” Amazon further advances its goal of delivering context-aware, conversational shopping experiences powered by generative AI.