Amazon’s New AI Shopping Tool Tells You Why You Should Buy a Recommended Product

Why It Matters

The feature expands Amazon’s suite of AI shopping tools aimed at speeding decisions and boosting conversions, intensifying competition with Google, OpenAI and others in AI-powered commerce.

Summary

Amazon launched “Help me decide,” an AI-driven recommendation feature that analyzes a shopper’s searches, browsing and purchase history to suggest products and explain why a specific item fits their needs. The tool, built on large language models and AWS services including Bedrock, OpenSearch and SageMaker, appears after users browse similar listings and initially matches the price range being viewed while offering cheaper or pricier alternatives on request. The feature expands Amazon’s suite of AI shopping tools aimed at speeding decisions and boosting conversions, intensifying competition with Google, OpenAI and others in AI-powered commerce.