Amazon Introduces AI-Powered Shopping Assistant to Combat Decision Fatigue
Amazon has unveiled 'Help Me Decide,' an AI tool designed to streamline purchasing decisions for hesitant shoppers. The feature activates when the system detects prolonged browsing of similar items, offering a single tailored recommendation backed by large language model analysis of user history and product data.
The move reflects intensifying competition in e-commerce AI solutions, with Amazon joining rivals in deploying advanced recommendation systems. Unlike traditional algorithmic suggestions, this tool delivers decisive conclusions by synthesizing browsing patterns, purchase history, and product reviews into curated choices across price tiers.
Currently rolling out to select U.S. mobile users, the technology represents Amazon's latest bid to convert browsing activity into sales through artificial intelligence. The company positions it as a remedy for decision paralysis in an era of overwhelming product selection.
