Amazon Rolls Out 'Help Me Decide' AI Assistant

Amazon has launched “Help Me Decide,” an AI-powered shopping assistant that appears on the mobile app and mobile web after shoppers view several similar items and will roll out to millions of U.S. users. The tool analyzes a customer's browsing activity, searches, purchase history and preferences and uses large language models and Amazon platforms (Bedrock, SageMaker and OpenSearch) to match that history with product descriptions and reviews and generate a single “top pick” with an explanation. It also surfaces an “upgrade” pick and a “budget” pick and can group related searches (for example recommending a four-person all‑season tent based on prior camping-related views). The Help Me Decide button appears on product detail pages or via the “Keep shopping for” option on the homepage and highlights relevant features and customer-review insights to justify recommendations. The release is part of Amazon’s broader push of generative-AI shopping tools — including Rufus, AI buying guides and Lens Live AI — intended to simplify decisions and accelerate purchases.