Amazon, known as the Everything Store, has introduced an innovative AI tool called “Help Me Decide” to enhance the shopping experience. This feature targets indecisive shoppers by appearing at the top of similar product pages. When activated, Help Me Decide analyzes a user’s browsing activity, search history, and personal preferences to recommend the most suitable product. Customers receive a tailored recommendation along with explanations that highlight features, insights from reviews, and how the suggestion aligns with their previous purchases. Furthermore, users are provided with an “upgrade pick” and a “budget option” for broader choices. Shoppers can also access Help Me Decide from the Amazon homepage via the “Keep shopping for” feature. Amazon’s VP of Personalization, Daniel Lloyd, emphasized that this tool is part of their ongoing commitment to using AI for a more enjoyable customer experience. Other AI enhancements include the Interests feature, shopping guides, and the real-time assistant, Rufus, to streamline online shopping.
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