Overview
- Help Me Decide appears after you browse multiple similar items or via the app’s Keep shopping for section, then serves a single Top Pick with an explanation.
- The tool also shows a Budget Pick and an Upgrade option, initially aligning to the price range you’ve been viewing unless you choose to see alternatives.
- The early rollout is limited to the Amazon Shopping app on iOS and Android and to the mobile web in the U.S., with no full rollout timeline disclosed.
- Amazon says the system runs on Bedrock, OpenSearch and SageMaker and factors in browsing, searches, purchase history, preferences, product details, customer reviews, pricing and return-rate data.
- Coverage notes open questions about how products are prioritized and whether paid placements could play a role, as rivals push AI shopping integrations that promise to reduce decision fatigue.