""Help me decide" is a new AI shopping function that rolled out on October 23 across millions of U.S. customers on the Amazon shopping app and mobile browser. It uses large language models and AI tools from Amazon Web Services' (AWS) suite of offerings to analyze your shopping history, purchase details, and preferences, and then match those insights with product details and customer reviews to recommend products that you might be most interested in."
"Designed to cut down on shopper indecision and usher users straight to the checkout cart, the feature is a smart move for Amazon, and it might make holiday shopping a bit less tortuous for customers. As the world's most popular online retail site continues to roll out new AI features, it's serving as a proving ground for how AI is radically reshaping online shopping as we know it."
Amazon rolled out "Help me decide" on October 23 to millions of U.S. customers via the shopping app and mobile browser. The feature leverages large language models and AWS AI tools to analyze shopping history, purchase details, preferences, product specifications, and customer reviews to surface recommended items. The tool selects a "best of your recently viewed" pick, provides an AI-generated summary explaining the choice, highlights a stand-out review, and offers alternate "budget pick" and "upgrade pick" suggestions. The feature aims to reduce shopper indecision, accelerate checkout decisions, simplify holiday shopping, and showcase AI-driven retail personalization.
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