Overview
- Help Me Decide is now live for randomly selected millions of U.S. shoppers in the Amazon app on iOS and Android and on the mobile web, with broader expansion expected.
- The button appears after a user views several similar items or from the “Keep shopping for” entry point, signaling help when comparisons drag on.
- Shoppers receive a single Top Pick with a short rationale plus optional Budget and Upgrade alternatives that can expand beyond the current price range.
- The system runs on large language models and AWS tools including Amazon Bedrock, OpenSearch, and SageMaker, drawing from product details, reviews, and a user’s browsing and purchase history.
- Amazon has not detailed how items are ranked or whether paid placements could factor into suggestions, as analysts frame the tool as a way to reduce decision fatigue and lift conversions in a competitive AI retail landscape.