Amazon’s latest attempt at selling stuff with AI is the ‘Help me decide’ button

Amazon is launching a new AI-powered tool that’s supposed to help you choose which product to buy. Now, when you look at multiple similar items on Amazon’s app or mobile website, it may display a “Help me decide” button that picks one for you based on your browsing activity, searches, shopping history, and preferences.

As an example, Amazon says if you’re buying a new camping tent, its AI tool will make a suggestion based on the tents you’ve viewed and your other shopping history. That means it might suggest an all-season four-person tent if you’ve previously browsed for adults’ and kids’ sleeping bags for cold temperatures or purchased kids’ hiking boots.

The “Help me decide” button is rolling out to millions of users in the US. It will appear in the top-right corner of the Amazon Shopping app or in a mobile browser when you’ve viewed several similar items. Press it, and Amazon will display a recommendation, along with a summary of why it chose the product. You can also check out an affordable “budget pick” selected by the tool, as well as a more expensive “upgrade option.”