- Amazon launched a new AI feature called Help Me Decide to simplify shopping.
- The tool recommends a single product based on browsing history and purchase behavior.
- It explains why the product fits your needs and shows cheaper and premium alternatives.
- The feature highlights how AI is changing shopping by turning decisions into guided suggestions.
Amazon is taking another step into AI-driven shopping with its latest feature called Help Me Decide. The new tool aims to make choosing what to buy faster and easier by using artificial intelligence to analyze your browsing behavior and shopping habits. It’s now rolling out across the United States on Amazon’s mobile app and browser version.
Shopping Made Easier With AI
Online shopping can be overwhelming. Millions of items, endless reviews, and endless tabs can leave buyers exhausted. Amazon’s new feature steps in to solve that problem. When you browse similar products for a while, the Help Me Decide button appears at the top of your screen.
Once you tap the button, Amazon’s AI reviews your activity and gives you a single, personalized recommendation. It doesn’t just list what others liked. Instead, it studies your browsing history, your previous purchases, and even customer reviews that match your behavior. The AI also explains why it thinks that product is the right choice for you.
It goes a step further by showing a cheaper alternative and a more premium option. That way, shoppers can still compare without getting lost in product pages.
A Smarter Way To Shop
Amazon’s new AI tool is part of the company’s bigger plan to use artificial intelligence to make online shopping more personal. It joins features like Lens Live, which lets users shop using their phone camera, and Shopping Guides, which create AI-generated product suggestions.
What makes Help Me Decide stand out is how confident it feels. Instead of offering a list of possible products, it gives a single, bold recommendation based on what you seem to want most. The system doesn’t rely only on what people with similar tastes bought. It looks at context — your search intent, your previous browsing sessions, and your behavior in real time.
For example, if you’ve been checking out photography gear, the AI might suggest not just another camera, but a lens or a tripod that suits your interests. It can even surface photo frames or accessories that match the style of photography you enjoy.
The Power Behind The Suggestion
This kind of personalization is powerful. Amazon is turning years of customer data into a decision-making engine. It already knows what you click, how long you stay on a page, and what eventually ends up in your cart. Now it’s using all that information not just to recommend but to decide which product best fits your needs.
That can feel like a relief for shoppers who are tired of comparing endless options. Instead of reading dozens of reviews, you get one clear suggestion backed by reasoning. The AI might highlight key features, value for money, and what people with similar habits liked most.
But it also raises questions about how much influence Amazon’s AI will have over buying decisions. When the system becomes so accurate, it’s easy to forget that your choices are being shaped by what the algorithm thinks you want.
Convenience Or Control?
For many people, this feature feels like a blessing. Shopping can be exhausting, especially during big sales or holiday seasons. Pressing one button and instantly finding the best fit can save time and energy.
However, some shoppers may find it a bit too assertive. Instead of you choosing a product, the AI is choosing it for you — and you just decide whether to agree. It feels a little like hiring a personal shopper who already knows your taste but without the human touch that builds trust.
The tool’s design also highlights a shift in how people shop online. It changes the process from open exploration to guided decision-making. For Amazon, it’s an evolution in efficiency. For users, it’s both convenience and subtle persuasion.
Still, the Help Me Decide button may become one of Amazon’s most popular AI features yet. The time savings alone make it attractive. The AI’s ability to combine data, intent, and context turns a simple click into a personalized experience. Whether that feels exciting or unsettling depends entirely on how comfortable you are letting AI guide your shopping habits.
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