Amazon Launches New AI Shopping Tool in US for the Indecisive

Amazon.com Inc. is rolling out a new AI-powered tool that will recommend a specific product when shoppers are feeling overwhelmed with options.

The feature, called Help Me Decide, will automatically appear at the top of a product detail page after shoppers have looked at several similar items, suggesting they need help. Those who tap the button will see a single product recommendation based on their shopping history. The tool, available on Amazon’s smartphone app or through a mobile browser, uses large language models to recommend a product by matching a shopper’s purchase history with product descriptions and reviews.