Amazon Introduces ‘Help Me Decide’ AI Button to Guide Shoppers
Key Points
- Amazon adds a “Help me decide” AI button to its mobile app and website.
- The button appears after viewing multiple similar products.
- Recommendations are based on browsing history, searches, and past purchases.
- Each suggestion includes a rationale, a budget pick, and an upgrade option.
- The feature joins Amazon’s AI suite, including Rufus chatbot and Lens Live AI.
- Rollout targets millions of U.S. shoppers.
- Goal is to simplify product choice and drive additional sales.
Amazon is rolling out a new AI‑powered “Help me decide” button on its mobile app and website. When shoppers view several similar products, the button offers a single recommendation based on their browsing history, searches, and past purchases. The suggestion includes a brief rationale, a budget alternative, and a premium upgrade option. The feature joins a suite of recent Amazon AI tools, including the Rufus chatbot, AI‑generated buying guides, and Lens Live AI, which scans a room to match items. The rollout targets millions of U.S. users and aims to streamline product choice while encouraging additional sales.
How the Feature Works
Amazon’s latest AI addition appears in the top‑right corner of the Shopping app or mobile browser after a user has looked at multiple comparable items. By clicking the “Help me decide” button, shoppers receive a single product recommendation that the system selects using data such as recent searches, browsing activity, shopping history, and stated preferences. The recommendation is accompanied by a concise explanation of why that product was chosen, as well as a “budget pick” and an “upgrade option” for users who want a cheaper or more premium alternative.
Background on Amazon’s AI Initiatives
The new button builds on Amazon’s broader push into artificial intelligence for commerce. Earlier releases include the Rufus chatbot, which converses with shoppers to answer product‑related questions, and an AI tool that automatically creates buying guides for various categories. More recently, Amazon introduced Lens Live AI, a feature that lets users scan their surroundings with a phone camera to locate matching items on the platform. Together, these tools form a growing ecosystem designed to personalize the shopping experience and stimulate additional purchases.
User Experience and Options
When the button suggests a product, it also shows a short summary that outlines the key factors influencing the choice—such as previous views of related gear or purchases of complementary items. Shoppers can then explore the suggested item, compare it with the budget and upgrade options, or continue browsing. The feature is intended to reduce decision fatigue by narrowing choices to a manageable set while still giving users control over price points.
Potential Impact
Amazon says the rollout will reach millions of users in the United States. By integrating AI‑driven recommendations directly into the browsing flow, the company hopes to both simplify decision‑making for consumers and increase conversion rates. The tool also exemplifies Amazon’s strategy of embedding AI throughout the shopping journey, from chat assistance to visual search, reinforcing its position as a leader in e‑commerce innovation.