Amazon Launches AI-Powered 'Help Me Decide' Tool for U.S. Shoppers

Amazon has introduced 'Help Me Decide,' an artificial intelligence feature designed to personalize shopping recommendations for millions of U.S. customers through the Amazon Shopping app and mobile browsers. The tool, which launched in late October 2025, uses large language models (LLMs) and Amazon's proprietary cloud services to analyze browsing behavior, search activity, and purchase history, generating tailored product suggestions to address decision fatigue.

When users browse multiple similar items without making a choice, a 'Help Me Decide' button appears, prompting the AI to compare key attributes like features, price, and user ratings. It then provides a single recommendation with clear explanations, along with alternative options at higher or lower price points, such as suggesting a four-person, all-season tent based on past purchases of cold-weather gear.

For third-party sellers, the rollout emphasizes optimizing listings with enhanced A+ content, comprehensive product attributes, and positive reviews to improve visibility in AI-driven rankings. Since August 2023, Amazon has required up to 274 structured attributes across 200 categories, including details like material and compatibility, to enhance AI interpretation. This shift could increase demand for analytics tools that help sellers comply and compete effectively.

Despite the hype, Amazon's Q2 2025 earnings call revealed no concrete metrics on conversion rates or revenue impact from the tool, indicating it may still be in early testing. The feature builds on earlier AI initiatives like Rufus, a conversational shopping bot, and Amazon Lens Live for visual searches, as the company aims to maintain its e-commerce dominance amid competition from rivals like Walmart, which recently partnered with OpenAI for similar AI-driven shopping experiences.