Amazon rolls out AI tool that picks "best" product for you
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Amazon's "Help Me Decide" AI tool rolls out Oct. 23. Photo: Courtesy of Amazon
Amazon's latest AI tool promises to make shopping decisions easier — by choosing the "best" product for you.
Why it matters: Amazon has been a major player in generative AI, largely through its cloud business, but the new Help Me Decide feature marks a bigger push to bring that technology directly to shoppers.
The big picture: Amazon's move is part of a broader race among major retailers, tech and payment giants working to turn AI from a search helper into a shopping assistant.
- Walmart is teaming up with OpenAI to let customers plan meals and check out directly through ChatGPT. OpenAI also added Instant Checkout to ChatGPT for direct shopping with Etsy and Shopify.
- Google is layering AI into shopping search and already has a "try it on" feature that lets users upload photos and see clothes on themselves.
- Visa and Mastercard are preparing for a surge in "agentic commerce" — AI assistants making purchases — with new security protocols.
How it works: Amazon says Help Me Decide uses its large language models and cloud technology to analyze shopping activity, product details and reviews.
- The AI then surfaces one main recommendation, along with "upgrade" and "budget" alternatives.
Amazon's Help Me Decide tool
Zoom in: The tool is available starting Thursday on the Amazon shopping app or on mobile browser.
- You'll see the Help Me Decide button after browsing a few similar items, or under "Keep shopping for" on the homepage.
- Amazon says tap the button to get a tailored recommendation with an explanation of why it fits your preferences.
What to watch: The feature could raise questions about how Amazon's AI decides which products get spotlighted — and whether paid placements, brand partnerships or its own retail lines could ultimately influence those AI-generated "best" picks.
