October 24, 2025
Amazon’s New ‘Help Me Decide’ Feature Picks the Right Product for You
Amazon wants to make indecisive shopping a thing of the past with the latest feature, Help Me Decide, that uses artificial intelligence to recommend the right product when shoppers can’t seem to pick one.
The idea is to help shoppers who often scroll through endless pages, compare specs, read reviews, and still hesitate. Help Me Decide steps in at that point. After they’ve looked at several similar products without buying, a small button appears. Tap it, and Amazon’s AI picks what it believes is the best match, based on their recent activity.
Unlike standard recommendation carousels that fill the homepage, this one is more personal. The system draws on what shoppers viewed, searched, and purchased, then cross-references that with customer reviews and product descriptions. Shoppera also get a short note explaining why the choice makes sense.
For example, if a shopper spent time comparing camping tents and recently bought hiking boots for their kids, the feature might suggest a family-size, all-season tent that suits cold-weather trips. It feels more like a personalised shopping assistant than a list of options.
Behind the curtain, Help Me Decide runs on a mix of Amazon technologies, like Bedrock, OpenSearch, and SageMaker, powered by large language models (LLM) that interpret context rather than just clicks. The result is an AI that recognises both intent and behaviour.
Strengthening the AI-Driven Ensemble
Amazon has experimented with several AI-driven tools in the past. Introduced in 2024, Rufus, a chat assistant, can answer product questions, while Shopping Guides compile expert opinions. Together, they aim to simplify how people navigate Amazon’s enormous catalogue. Help Me Decide adds something new — a final push toward making the decision itself.
Daniel Lloyd, vice president of Personalisation at Amazon, said: “Help Me Decide saves you time by using AI to provide product recommendations tailored to your needs after you’ve been browsing several similar items, giving you confidence in your purchase decision. Help Me Decide continues to build on our commitment to use AI to improve the customer experience by creating tools that make shopping easier and more enjoyable.”
The feature is available on the Amazon app and mobile browser. Shoppers can find it on product pages or by tapping “Keep shopping for” to return to items they’ve viewed before.
