Amazon Continues AI Innovations with New ‘Help Me Decide’ Feature for Product Recommendations
In its ongoing effort to enhance the shopping experience, Amazon has launched an innovative feature named “Help Me Decide.” This tool leverages artificial intelligence to analyze users’ search and shopping histories, providing tailored product recommendations while explaining the relevance of each suggestion. For instance, if a customer is looking for a camping tent and has previously browsed related items such as sleeping bags and stoves, “Help Me Decide” will recommend a suitable all-season tent that accommodates four people.
### AI-Powered Personalization
This feature appears after extensive browsing of similar products and can also be found under the “Keep Shopping for” section on the Amazon homepage. According to Daniel Lloyd, Amazon’s Vice President of Personalization, “Help Me Decide saves you time by using AI to provide product recommendations tailored to your needs, giving you confidence in your purchase decision.”
### Technology Behind the Feature
Amazon has integrated various advanced technologies to power this tool, including large language models and AWS’ generative AI services, such as Bedrock, alongside its search and recommendation capabilities through OpenSearch and SageMaker.
### Availability and Future Prospects
The “Help Me Decide” feature is set to roll out to U.S. consumers via the Amazon Shopping app on both iOS and Android, as well as on the web. This development marks a continuation of Amazon’s broad application of AI tools over the last year, which includes previously launched features like the AI assistant Rufus, AI-powered shopping guides across numerous categories, and audio summaries for products and reviews. Additionally, the company recently introduced Lens Live, enabling users to receive recommendations by simply pointing their smartphone cameras at objects around them.
### Competitive Landscape
Amazon’s latest offering comes at a time when competitors such as Google, OpenAI, and Perplexity are also making strides in AI-powered shopping solutions, aiming to reshape the retail landscape and drive sales growth.
