Amazon’s new AI tool helps you decide faster

Amazon’s new Help Me Decide feature uses AI to recommend the best products fast so you can shop smarter with confidence.

Science/Technology Oct 31, 2025 0 7 Add to Reading List

Shopping online is convenient, but it can also be overwhelming. With so many choices and reviews, making a confident decision takes time. Amazon wants to make that easier for you.

That is where the new ‘Help me decide’ feature comes in. It is an AI-powered shopping assistant that helps you pick the right product with just one tap.

Credit: Amazon

How ‘Help me decide’ works

As you browse similar products on Amazon.com on your mobile phone, you will notice a ‘Help me decide’ button appear on the product detail page. When you tap it, Amazon’s AI analyzes your browsing activity, past purchases, and preferences. Then it recommends the product that best fits your needs.

So, suppose you are looking for a new kitchen blender. Amazon’s AI reviews your recent searches for food processors, juicers, and compact blenders. Then it suggests a high-powered blender that matches your preferences for performance and capacity.

Each recommendation includes a clear explanation of why it is a good fit, what features stand out, and how it aligns with your past shopping behavior.

Credit: Amazon

How to use ‘Help me decide’

Browse several similar items in the Amazon app or mobile browser.
When the ‘Help me decide’ button appears, tap it.
Review your personalized recommendation with expert insights and review highlights.
Explore upgrade or budget-friendly alternatives if you want to compare.

Credit: Amazon

What you’re seeing in this video above (step-by-step):

1) Open the Amazon app on your mobile and search (We are searching for a “pan”).
2) Tap into one of the product detail pages from the search results.
3) On the product page, tap the “Help me decide” button.
4) Amazon’s AI reviews your recent browsing, past purchases, saved preferences, and relevant reviews to learn what matters (size, material, price, ratings, etc.).
5) Amazon shows a final screen with the product it thinks fits you best, plus why (key pros from reviews and specs).
6) On the bottom of the screen, you can click on Budget Pick, Your top pick or Upgrade pick.
7) From here, you can Add to Cart.

The tech behind the ‘Help me decide’ feature

‘Help me decide’ runs on large language models (LLMs) and Amazon’s cloud technologies, such as Amazon Bedrock, OpenSearch, and SageMaker.

These systems analyze your shopping patterns, match them with product data, and surface options that feel personal and relevant. The process combines AI innovation with customer insight to make shopping faster and smarter.

Daniel Lloyd, Amazon’s Vice President of Personalization, said,

“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.”

When will ‘Help me decide’ be available?

‘Help me decide’ is already available to many Amazon customers in the United States. You can access it through the Amazon Shopping app on iOS or Android, or by using Amazon’s mobile browser.

If you have viewed several similar products in one category, the ‘Help me decide’ button will appear automatically. You can also find it under “Keep shopping for” on your homepage to continue where you left off.

If you do not see the feature yet, try updating your app and browsing within supported product categories. Amazon is gradually rolling it out to more users, with plans to expand access over time.

Try it out here.

While you’re at it, check out the 10 best Amazon sales this week:

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What this means for you

This new “Help me decide’ feature totally changes the way you shop. Instead of scrolling through pages of similar products, you now get a clear and personalized recommendation. It saves time, cuts through decision fatigue, and makes every shopping experience feel effortless.

Whether you are upgrading your kitchen tools, searching for the best laptop, or finding a new fitness tracker, ‘Help me decide’ gives you confidence that you are choosing the right product.

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Kurt’s key takeaways

Amazon’s ‘Help me decide’ feature is more than just a shopping tool. It is a personalized AI experience that understands your preferences and guides you toward better decisions. The next time you feel stuck between similar items, remember that your personal AI shopper is ready to help you choose faster and smarter.

What do you think? Will you trust AI to help you make your next shopping decision? Let us know in the comments below.

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