Amazon’s new AI feature chooses products instead of just recommending them

Amazon has introduced a new “Help Me Decide” button that uses AI to select specific products for users based on their browsing history and shopping patterns. The feature, now rolling out in the US on mobile browsers and Amazon’s app, represents a shift from traditional product recommendations to AI-driven product selection, potentially transforming how consumers make purchasing decisions online.

How it works: The Help Me Decide button appears after users browse similar products and provides personalized recommendations with detailed explanations.

• The AI analyzes browsing history, shopping patterns, and customer reviews to identify what it determines is the ideal product for each individual user.
• Users receive a breakdown of why the selected product suits them, including relevant features and references to past purchases.
• The system also shows a cheaper alternative and a premium upgrade option for comparison.
• Unlike traditional “people who bought this also liked” suggestions, the AI interprets user intent and considers context rather than just search keywords.

What makes this different: The feature’s assertiveness distinguishes it from existing AI shopping tools offered by competitors like Google Gemini or ChatGPT.

• Instead of broad suggestions, the AI narrows choices down to what appears best for each individual user.
• For example, if someone browses photography equipment, it might suggest specific lenses or photo frames with strong customer reviews mentioning nature photography, rather than just more cameras.
• The tool builds on Amazon’s existing AI features like Lens Live shopping tool, “Interests” alerts, and AI-generated “Shopping Guides.”

The bigger implications: This feature could become Amazon’s most persuasive and influential shopping tool yet.

• It shifts shopping from users choosing products to users deciding whether to accept AI-selected products.
• The system relies on deep behavioral data including search patterns, click behavior, hover time, and purchase history.
• As suggestions become more accurate, it becomes harder to distinguish whether user preferences are shaping behavior or vice versa.

What experts are saying: The feature addresses real shopping fatigue while raising questions about AI influence on consumer behavior.

• Amazon positions the tool as a time-saver that eliminates indecision and connects intent with action.
• The written rationale provided with each recommendation makes suggestions feel more trustworthy.
• However, the shift resembles hiring a personal shopper without the human interactions that typically build trust in taste and understanding.