• by Laurie Sullivan , Yesterday

Amazon is rolling out an AI-powered tool that will recommend specific products when shoppers feel overwhelmed with options or just cannot decide on the products they want to buy.

"Help Me Decide," the new feature, serves up at the top of a product detail page after shoppers have looked at several similar items. That pause, according to Amazon's blog post, suggests the consumer needs help making a decision. 

When a consumer taps the button, for example, she will see one product recommendation based on her shopping history. The tool, available on Amazon’s smartphone app or through a mobile browser, uses large language models and AWS services like Amazon Bedrock, Amazon OpenSearch, and Amazon SageMaker to understand what the consumers needs. 

By analyzing the person's shopping history and preferences, the tool matches the information with product details and customer reviews to recommend the products.

The tool is available to U.S. customers in the Amazon Shopping app--iOS and Android--and mobile browsers. 

Interbrand Best Global Brands 2025 report released last week described online shopping and the collapse of the customer buying journey. The report described the journey collapsing into a couple of taps that take only a few seconds or minutes. It referenced the future of online advertising through agentic commerce with AI being the only form of influencer, similar to the way Amazon's Help Me Decide tool work. 

Amazon's tool--Help Me Decide--supported by AI influences the purchase. 

More than a third of shoppers in a recent Adobe survey of 5,000 people conducted in September cited using AI tools for product research, recommendations and finding deals.

Consumers will increasingly use AI to find savings on products they can trust. Of the 1,000 U.S. respondents to a Wildfire survey conducted by Big Village who use AI for online shopping, 54% note using it to comparison shop. Some 41% cited using AI to get a summary of online reviews.