Amazon Deploys New AI Tool to Nudge Shoppers Into Buying People are never buying quite enough stuff from Amazon to keep the company entirely happy, and it is calling on AI once again to push indecisive shoppers into locking down a purchase. The new tool, called Help Me Decide, gives shoppers in the US personalized product recommendations by analyzing their browsing history, searches, and preferences. It is designed to assist customers who have been looking at a number of products in a particular category, like wireless headphones, to decide which one best suits their needs. The Help Me Decide button will pop up on a product detail page when the system detects you have been browsing for a while without making a final choice. Tapping for AI assistance prompts the tool to pull together all the information it can find on your relevant shopping history and recommend the product it deems the right choice for you. It also suggests an alternative upgrade pick and a similar, more budget-friendly product. Help Me Decide can also group together related searches. Amazon provides the example of the tool recommending an all-season tent for four people based on a user previously looking for warm adult and kids sleeping bags, camping accessories, and childrens hiking boots. The chosen recommendation includes an explanation of why it is the best pick for you based on its features and your previous purchases, and it pulls in customer reviews to back up its suggestion. This indicates that the usefulness of the recommendations will largely depend on how much weight a shopper gives to customer reviews. When searching for products to recommend, Help Me Decide leverages Amazons Bedrock and SageMaker machine learning platforms, as well as its OpenSearch tool, to combine all the different factors it considers. This follows the introduction of the Interests tool earlier this year, which uses AI to generate shopping results based on natural language prompts. Back in May, the company also began experimenting with AI-generated hosts that can summarize products for potential buyers, again relying heavily on customer reviews for its information. Help Me Decide is live now in the US and can be found in the Amazon app on iOS and Android, as well as on mobile browsers. If you tap Keep shopping for an item, the tool should appear. It will also show up on a product detail page after you have looked at a number of products in a related category.
