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Amazon’s New ‘Help Me Decide’ AI Feature Could Change How We Shop Forever

Amazon introduced a powerful new AI shopping companion called Help Me Decide, bringing a new level of personalized recommendations and transparent decision-making to its vast global

Published: Nov 4, 2025 10:45 AM

By RETAILBOSS Team

NewsTechnology

Amazon’s New ‘Help Me Decide’ AI Feature Could Change How We Shop Forever

Amazon introduced a powerful new AI shopping companion called Help Me Decide, bringing a new level of personalized recommendations and transparent decision-making to its vast global marketplace. The launch signals Amazon’s latest push to turn artificial intelligence into a core component of the digital shopping journey, promising consumers guidance, speed, and confidence with every purchase.

How “Help Me Decide” Works Help Me Decide leverages Amazon’s advanced AI ecosystem—including large language models, Amazon Bedrock, OpenSearch, and SageMaker—to meticulously analyze each user’s browsing, searches, and prior purchases.

Appearing as a button at the top of product pages or under the Keep shopping for tab, the feature activates after users have browsed several similar items without making a decision.

When tapped, the AI surfaces a best match product and—unlike previous Amazon recommendations—explains its reasoning, referencing product features, relevant reviews, and a user’s unique browsing trail.

“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,” noted Daniel Lloyd, vice president of Personalization at Amazon, in a statement…

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Amazon’s New ‘Help Me Decide’ AI Feature Could Change How We Shop Forever

Amazon introduced a powerful new AI shopping companion called Help Me Decide, bringing a new level of personalized recommendations and transparent decision-making to its vast global

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