Overview
- Amazon has started a limited rollout to millions of randomly selected U.S. shoppers in the mobile app and mobile browser, with broader availability expected in the coming months.
- A “Help Me Decide” button appears after a user views several similar items or via the “Keep shopping for” section, producing one Top Pick with an explanation plus optional Budget and Upgrade alternatives.
- Recommendations draw on browsing, search and purchase history alongside product details and customer reviews, powered by Amazon Bedrock, OpenSearch and SageMaker.
- The company has not released conversion, order value or revenue metrics tied to the new tool, leaving its commercial impact unproven.
- Reporting indicates the ranking favors listings with strong structured attributes, quality content and reviews, and the launch lands as competitors explore AI shopping experiences such as Walmart’s integration with ChatGPT.