Amazon rolls out ‘Help Me Decide,’ an AI shopping guide that explains its product picks

Amazon unveiled “Help Me Decide,” an AI-powered feature that analyzes a customer’s searches, browsing and purchase history to recommend items and explain the rationale behind each pick. Built on the company’s large language models and AWS tools including Bedrock, OpenSearch and SageMaker, the tool appears after users view multiple similar listings and can adjust suggested price ranges on request. The service, rolling out to U.S. users on Amazon’s apps and website, broadens the retailer’s recent push into AI, following its Rufus assistant, AI buying guides, audio summaries and the Lens Live visual tool. The launch underscores intensifying competition as Google, OpenAI and Perplexity race to harness generative AI to drive retail discovery and sales.

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