Amazon’s new AI buying instrument tells you why you can purchase a really useful product

Amazon has been stuffing AI options into its buying expertise for the previous few years now. As we speak, the corporate unveiled a brand new characteristic referred to as “Assist me determine,” which takes under consideration your searches, shopping and buying historical past on Amazon to recommend merchandise and describe why a specific product is best for you

For instance, in case you’re looking for a tenting tent, and have checked out sleeping luggage for 4 individuals, stoves, and have purchased tenting boots, Assist me determine would recommend an all-season, four-person heat tent. The instrument will initially persist with the worth vary you’re presently shopping, however it could additionally recommend cheaper or costlier gadgets in case you select to see extra choices.

Amazon says the “Assist me determine” button will present up after a consumer has browsed by way of many related listings. The button can also be positioned below the “Hold looking for” possibility on the high of the homepage.

“Assist Me Resolve saves you time through the use of AI to offer product suggestions tailor-made to your wants after you’ve been shopping a number of related gadgets, supplying you with confidence in your buy determination,” Daniel Lloyd, vp of personalization at Amazon, mentioned in a press release.

Amazon mentioned it’s utilizing giant language fashions together with AWS’ generative AI app service, Bedrock, search service OpenSearch, and advice service SageMaker for the instrument.

The characteristic shall be out there to customers within the U.S. on the Amazon Buying app on iOS and Android, and on the internet.

Over the previous yr, the e-commerce firm has carried out a number of buying instruments to drive extra purchases. Final yr, it launched an AI assistant Rufus, which sought to assist reply consumer questions on merchandise. Then in October 2024, it added AI-powered buying guides for over 100 classes, and this yr, it began offering audio product and evaluation summaries.

After which in September, it debuted Lens Stay, which lets customers level their telephone digital camera at issues round them on the earth and get product recommendations on Amazon.

Google, OpenAI and Perplexity have additionally been investing in AI-powered buying instruments to drive extra gross sales.