Amazon tests Help Me Decide AI for a single product recommendation

Amazon has begun rolling out an AI tool called Help Me Decide to millions of mobile users in the United States, the company said, offering a single, personalized product recommendation when shoppers have browsed several similar items. The feature appears at the top of a product detail page or in the app's shopping prompts and uses large language models to match a shopper's browsing and purchase history with product descriptions and customer reviews to identify a recommended item and explain why it suits the shopper.

Help Me Decide is designed to simplify comparisons by surfacing one main pick alongside optional budget and upgrade alternatives. Amazon said the recommendation will include a short rationale tied to a user’s previous activity; for example, a shopper previously buying cold-weather sleeping bags and hiking boots for children might be shown an all-season, four-person tent as the suggested match. Users who tap the button can accept the recommendation or explore the lower- or higher-priced alternatives.

The feature is available now on Amazon's smartphone apps and mobile browsers for a randomly selected set of U.S. customers as a limited test, with plans for a broader...