Have you ever found yourself scrolling through endless Amazon listings and thinking, “I wish someone would just tell me which one to buy”? If so, Amazon’s newest AI tool, Help Me Decide, might be exactly what you’ve been waiting for.
This fresh feature is designed to simplify shopping by helping you choose the best product for your needs. It joins Amazon’s growing lineup of AI-powered tools, including the Rufus conversational assistant, Amazon Lens, and personalized AI shopping guides embedded throughout the site.
Unlike some of Amazon’s other AI helpers, Help Me Decide takes a more direct approach. You don’t need to prompt it manually — instead, when Amazon detects that you’re comparing several similar products, a “Help Me Decide” button will appear. Tap it, and the feature springs into action.
Once activated, Help Me Decide analyzes the products you’re viewing and gives you a recommendation tailored to your preferences. According to Amazon, the tool doesn’t just pick a winner — it explains why it’s the right fit, referencing key features, customer feedback, and even patterns from your past purchases.
Help Me Decide also lets you explore alternatives beyond the main recommendation. You can toggle between “Budget pick” and “Upgrade pick” options to see similar products at different price levels, giving you a broader picture before finalizing your decision.
Of course, it’s worth remembering that no AI system is perfect. Amazon’s algorithm can occasionally make mistakes or present suggestions that don’t fully match your needs. It’s always smart to double-check recommendations before adding items to your cart.
Still, Amazon’s move reflects the broader retail trend of using AI to make online shopping more personalized and efficient. ChatGPT now integrates with stores for in-chat purchases, and Google recently introduced a virtual shoe try-on tool, showing just how fast AI is reshaping the shopping experience.
For now, Help Me Decide is available only to U.S. customers, but you can test it out on Amazon’s mobile app for Android and iOS, or through the mobile web version. If you don’t want to browse multiple similar items first, you can also find it by tapping “Keep shopping for” within the Amazon app.
