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Amazon has been stuffing AI features into its shopping experience for the past few years now. Today, the company unveiled a new feature called “Help me decide,” which takes into account your searches, browsing and shopping history on Amazon to suggest products and describe why a particular product is right for you

For example, if you’re shopping for a camping tent, and have looked at sleeping bags for four people, stoves, and have bought camping boots, Help me decide would suggest an all-season, four-person warm tent. The tool will initially stick to the price range you’re currently browsing, but it can also suggest cheaper or more expensive items if you choose to see more options.

Amazon says the “Help me decide” button will show up after a user has browsed through many similar listings. The button is also located under the “Keep shopping for” option at the top of the homepage.

“Help Me Decide saves you time by using AI to provide product recommendations tailored to your needs after you’ve been browsing several similar items, giving you confidence in your purchase decision,” Daniel Lloyd, vice president of personalization at Amazon, said in a statement.

Amazon said it is using large language models along with AWS’ generative AI app service, Bedrock, search service OpenSearch, and recommendation service SageMaker for the tool.

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

Over the past year, the e-commerce company has implemented multiple shopping tools to drive more purchases. Last year, it introduced an AI assistant Rufus, which sought to help answer user questions about products. Then in October 2024, it added AI-powered shopping guides for over 100 categories, and this year, it started providing audio product and review summaries.

And then in September, it debuted Lens Live, which lets users point their phone camera at things around them in the world and get product suggestions on Amazon.

Google, OpenAI and Perplexity have also been investing in AI-powered shopping tools to drive more sales.