Amazon wants to save customers time shopping by helping them reach an informed decision more quickly using AI. The new “Help Me Decide” feature aims to pair people with the right product “with the tap of a button” that produces “one clear recommendation.” This includes an explanation of why the product is right for you “based on your specific needs and preferences,” ascertained via analysis of your browsing history. If you’ve been perusing similar products but haven’t yet purchased, the “Help Me Decide” button will appear at the top of the product detail page. It can also be accessed by tapping “Keep shopping for” on the homepage if you want to pick up where you left off in a previous browsing session.

“Those who tap the button will see a single product recommendation based on their shopping history,” Bloomberg points out, noting that the new tool “uses large language models to recommend a product by matching a shopper’s purchase history with product descriptions and reviews.”

Specifically, Help Me Decide combines LLMs from AWS’s Amazon Bedrock service, managed on SageMaker and using Amazon OpenSearch to retrieve information. The cooperative result “analyzes the product details and customer reviews and then accounts for your previous purchases and personal preferences to make a recommendation specific to you,” ZDNet writes.

“For example, if you’re looking for a new camping tent, Help Me Decide will analyze the tents you’ve already viewed along with other details from your shopping history,” Amazon explains in a news post. “If you’ve recently browsed for adult and kids’ sleeping bags that stay warm at cold temperatures, looked at large stoves for car camping, and purchased hiking boots for your children, Help Me Decide may recommend an all-season, four-person tent that’s warm and spacious enough for your whole family’s upcoming adventure.”

Amazon says Help Me Decide will include a clear explanation of why the personally recommended product is right for you.

“Amazon has been stuffing AI features into its shopping experience for the past few years now,” TechCrunch observes.

The company lists some of the features, including:

• Interests, which continuously scans for new products matching your prompts, notifying you about items aligned with your passions.
• Shopping Guides, to simplify research by bringing together expert guidance and product.
• The AI shopping assistant Rufus, who answers questions in real time, researching product details and comparing similar items.

“The feature will be available to consumers in the U.S. on the Amazon Shopping app on iOS and Android, and on the web,” TechCrunch reports.

Related:
Okay, Amazon’s New AI Shopping Feature Is Actually Pretty Helpful, Fast Company, 10/27/25