Amazon Launches AI Tool to Personalize Shopping Recommendations

Amazon has introduced a new AI-driven feature called “Help Me Decide,” designed to enhance the shopping experience by providing personalized product recommendations. This tool analyzes users’ search, browsing, and purchase histories on the platform to suggest items tailored to individual needs. For instance, if a customer is exploring options for a camping tent and has previously viewed sleeping bags, stoves, and purchased camping boots, the tool may recommend an all-season, four-person tent.

The “Help Me Decide” feature will first display items within the user’s current price range. However, it also offers the flexibility to explore cheaper or more expensive alternatives. Users will find this button after browsing several similar product listings, positioned under the “Keep shopping for” section at the top of the Amazon homepage.

According to Daniel Lloyd, vice president of personalization at Amazon, the tool aims to streamline the shopping process. “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,” he stated.

Integration of Advanced Technologies

The implementation of this feature leverages sophisticated technologies, including large language models and Amazon Web Services (AWS) tools such as Bedrock, OpenSearch, and SageMaker. These services work in tandem to enhance the accuracy and relevance of recommendations provided to users.

The “Help Me Decide” tool will be available to customers in the United States through the Amazon Shopping app on both iOS and Android platforms, as well as on the Amazon website. This launch continues Amazon’s trend of integrating advanced AI features into its shopping experience, following various developments over the past year.

Previous AI Innovations

In the previous year, Amazon introduced multiple shopping tools aimed at increasing consumer engagement. Notably, the company launched an AI assistant named Rufus, which assists users by answering questions about products. In October 2024, Amazon expanded its AI capabilities with shopping guides powered by artificial intelligence for over 100 categories. Additionally, in early 2025, the company added audio summaries for products and reviews to aid customers in making informed decisions.

Further enhancing its AI offerings, Amazon released Lens Live in September 2025. This feature allows users to point their smartphone cameras at items in their surroundings to receive product suggestions directly from Amazon.

The push towards AI-enhanced shopping experiences is not unique to Amazon. Competitors like Google, OpenAI, and Perplexity are also investing in similar technologies to capture market share and drive sales.

As consumer preferences continue to evolve, tools like “Help Me Decide” underscore Amazon’s commitment to leveraging technology to meet the demands of modern shoppers while enhancing the overall purchasing experience.