Amazon calls on AI once again with its new ‘Help Me Decide’ shopping tool

Amazon has launched a new AI tool called "Help Me Decide" to assist shoppers with product choices in the US. This tool utilizes browsing history, searches, and preferences to offer personalized product recommendations. It targets indecisive shoppers who have viewed multiple items within a specific category. The "Help Me Decide" button appears when lengthy browsing without a purchase is detected. Upon activation, the AI analyzes shopping history to suggest the "best" product. Help Me Decide also provides upgrade and budget-friendly alternative recommendations. It can group related searches, recommending a comprehensive product based on prior searches. The recommendations include explanations and customer reviews for justification. The AI uses Amazon's Bedrock, SageMaker, and OpenSearch for its analyses. This launch follows the introduction of the "Interests" tool and AI-generated product summaries. Help Me Decide is available on the Amazon app and mobile browser. The tool's effectiveness depends on the consideration of customer reviews. It's designed to streamline the decision-making process for consumers. The AI aims to encourage purchases by providing tailored suggestions. This initiative underscores Amazon's continued investment in AI-driven shopping experiences.