AI-Powered ‘Help Me Decide’ Launches for Millions of Amazon Shoppers in the U.S.

TLDRs;

• Amazon launches “Help Me Decide,” an AI tool that personalizes shopping recommendations for millions of U.S. users.
• The feature uses large language models to analyze browsing and purchase data for smarter product suggestions.
• Sellers can optimize listings and attributes to improve visibility in AI-driven product rankings.
• Despite hype, Amazon has yet to release performance metrics linking the tool to sales or conversion growth.

Amazon has unveiled a new artificial intelligence feature called “Help Me Decide”, a shopping assistant built to guide customers through product comparisons and recommendations.

The tool leverages large language models (LLMs) and Amazon’s proprietary cloud services to deliver tailored suggestions, offering users a more intuitive and efficient shopping experience.

Now available to millions of U.S. customers through the Amazon Shopping app and mobile browsers, the AI assistant analyzes a user’s browsing behavior, search activity, and past purchase history to recommend products that best fit their needs. Beyond mere suggestions, it also provides alternative options, such as upgrades or budget-friendly versions, giving shoppers a clear sense of value and choice before making a purchase.

How ‘Help Me Decide’ Works

The new feature integrates seamlessly into Amazon’s existing ecosystem. Users can access it by tapping a “Help Me Decide” button that appears after browsing several similar items or through the “Keep shopping for” section on the homepage.

Once activated, the AI compares key product attributes, such as features, price, and user ratings, to generate a personalized shortlist.

Behind the scenes, Amazon’s LLMs process structured product data and real-time shopper intent signals to determine the most relevant matches. The AI’s logic doesn’t just stop at similarity; it contextualizes user behavior to understand why a shopper might prefer one product over another, whether it’s affordability, compatibility, or premium quality.

Amazon describes the tool as part of its mission to “make decision-making easier for customers when products have similar features.” The company has been steadily infusing its retail platform with generative AI capabilities, building on earlier tools like Rufus (a conversational shopping bot) and Amazon Lens Live, which enables visual product searches.

What It Means for Sellers

For third-party sellers, the rollout introduces both new opportunities and challenges. Help Me Decide ranks products using detailed metadata, reviews, and content quality.

Sellers who optimize listings with enhanced A+ content, comprehensive product attributes, and positive customer feedback stand a better chance of being featured in AI-generated recommendations.

As of August 2023, Amazon required sellers to include up to 274 structured product attributes across 200 different item categories, including specifications like material, wattage, and compatibility. Those updates, refined through 2024, aim to improve how AI systems interpret listings.

E-commerce analytics experts note that software tools designed to keep listings compliant and optimized for LLMs may see growing demand. This new layer of AI-driven ranking could transform how sellers compete for visibility, pushing product data accuracy to the forefront of digital retail strategy.

Missing Metrics and Market Impact

Despite the excitement around AI-powered shopping, Amazon’s recent Q2 2025 earnings call offered no concrete metrics about conversion rates, order value growth, or revenue impact from tools like Help Me Decide.

While AWS’s AI business reported triple-digit growth and strong infrastructure demand, retail-side AI tools have yet to show quantifiable traction.

The absence of data suggests either an early testing phase or a deliberate focus on refining user experience before scaling analytics. Meanwhile, Amazon’s core retail segment continues to emphasize everyday essentials, which accounted for one in every three items sold globally, indicating steady growth, though not necessarily driven by AI features just yet.

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