Too many options? Amazon’s new decision-making tool narrows the search

SEATTLE — A new tool available from Amazon will take the guesswork out of decision-making for those who have browsed multiple products but haven’t made a purchase.

Called Help Me Decide, the new feature uses generative AI to pick the best product based on browsing activity, searches, shopping history and preferences. According to a news item on Amazon‘s website, Help Me Decide joins several other AI-powered research features such as Interests, Shopping Guides and Rufus.

The Help Me Decide button will appear at the top of product detail page after users have been browsing through similar products without making a purchase. Help Me Decide will make a recommendation, including citing why it’s a great choice, highlighting relevant features, providing insights from customer reviews and explaining how it aligns with previous purchases.

“Help Me Decide saves you time by using AI to provide product recommendations tailored to your needs after you’ve been browsing several similar items, giving you confidence in your purchase decision,” said Daniel Lloyd, vice president of personalization at Amazon. “Help Me Decide continues to build on our commitment to use AI to improve the customer experience by creating tools that make shopping easier and more enjoyable.”

Help Me Decide is available to Amazon customers through its iOS and Android apps and its mobile browser. It uses large language models and AWS services such as Amazon Bedrock, Open Search and SageMaker to analyze shopping history and preferences, and then it matches that information with product details and customer reviews to make a recommendation.

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