In an ambitious move to tackle the common problem of consumer choice overload, Amazon has unveiled a powerful new AI feature designed to deliver a single, personalized product recommendation. Dubbed “Help Me Decide,” this tool aims to eliminate the endless scrolling and comparison that often plagues online shopping.

The system intelligently analyzes a user’s unique digital footprint—including browsing history, search queries, past purchases, and stated preferences—to cut through the noise and present a curated choice, effectively acting as a personal shopping consultant available at the tap of a button.

The feature activates contextually, appearing for shoppers who have been viewing several similar items without making a purchase.

For instance, a customer researching camping gear who has recently looked at family-sized sleeping bags and child hiking boots may find “Help Me Decide” recommending a durable, four-season tent suited for a family adventure. The recommendation is accompanied by a clear rationale, synthesizing product features, customer review insights, and its direct relevance to the user’s demonstrated interests, providing transparency and building confidence in the AI’s suggestion.

This launch represents a significant escalation in Amazon’s broader strategy to deeply integrate generative AI across its commerce platform.

It joins a suite of other AI-driven initiatives, such as the Rufus shopping assistant and personalized Interest feeds, all working in concert to create a more intuitive and efficient customer journey. According to Daniel Lloyd, Vice President of Personalization at Amazon, the tool is a direct response to the desire for a simplified decision-making process, using advanced AI to save customers time and instill greater confidence in their final purchase.

Understanding that a single suggestion may not fit every need, the feature provides further flexibility by displaying both a higher-end upgrade and a value-oriented alternative for consideration.