Amazon has enhanced its shopping experience with the newly launched “Help Me Decide” feature, which leverages AI to provide personalized product recommendations based on your browsing and shopping history. For instance, if you’re searching for camping gear, the feature might suggest an all-season tent that complements previous searches for sleeping bags and boots. The tool primarily recommends items within your current price range but can also present alternative options. Users will see the “Help Me Decide” button after exploring multiple similar products and can access it via the “Keep shopping for” section on the homepage. Daniel Lloyd, Amazon’s VP of personalization, emphasized that this AI-driven feature saves time and boosts confidence in purchase decisions. Integrated with AWS’s generative AI tools, the feature is accessible on the Amazon Shopping app for iOS and Android, as well as on the web, further enhancing Amazon’s suite of AI-powered shopping tools.
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