What: Amazon introduces an AI-powered tool, “Help Me Decide,” to recommend products to shoppers overwhelmed by choices.

Why it is important: Amazon introduces an AI-powered tool, “Help Me Decide,” to recommend products to shoppers overwhelmed by choices.

Amazon’s new “Help Me Decide” feature leverages artificial intelligence to simplify product selection for shoppers who feel inundated by options. By analysing a customer’s browsing and purchase history, the tool presents a single, tailored recommendation, aiming to reduce decision fatigue and streamline the shopping process. Available initially to millions of randomly selected US consumers via Amazon’s app and mobile browser, the tool uses large language models to match individual preferences with product descriptions and reviews. This innovation builds on Amazon’s established use of algorithms for personalised ads and recommendations, and follows the rollout of its AI chatbot assistant, Rufus, to all US customers in 2024. The move comes as technology companies and retailers increasingly experiment with AI to transform online shopping, shifting from traditional search engines to conversational and personalized experiences. With more than a third of shoppers now using AI tools for product research and recommendations, Amazon’s initiative underscores the growing importance of advanced technology in shaping consumer behaviour and maintaining a competitive edge in the retail sector. 

IADS Notes: Amazon’s launch of “Help Me Decide” exemplifies the rapid integration of AI-powered recommendation engines and chatbots across retail, as seen in March and July 2025 (“AI-powered shopping growing dramatically, Adobe reports,” Forbes, March 2025; “The end Of Amazon, Walmart, Best Buy? AI-driven retail unbundling,” Forbes, July 2025), with 38% of global shoppers using AI tools and major retailers reporting significant revenue gains. The rivalry between Amazon and Walmart is intensifying, with both deploying proprietary AI agents and personalised interfaces to redefine online shopping (“How AI-driven hyper-personalisation is transforming retail,” Inside Retail, March 2025; “AI agents to reshape finding and buying products online,” BoF, January 2025). As hyper-personalisation becomes standard and 71% of consumers expect tailored interactions, the industry is moving beyond traditional models, while many brands still struggle to adapt to these new operational demands (“ChatGPT and AI chatbots will reshape shopping: almost no one is ready,” Forbes, September 2025).

Amazon launches new AI shopping tool in US for the indecisive