Amazon’s newest AI tool: Help Me Decide

 

Shopping behavior is a constantly changing phenomenon, especially in the realm of e-Commerce. Trends like live streaming and social commerce keep marketplaces on their toes, forcing them to adapt their offering to keep up with consumer expectations.

 

Still, this statement has never been truer than right now, when AI tools are on the verge of disrupting well-established e-Commerce shopping habits. Instead of turning to Amazon or Google, a growing number of consumers start their product searches with LLM (Large Language Model) AI platforms like ChatGPT.

 

Find out all about how AI affects the future of e-Commerce!

 

No wonder that marketplaces have started experimenting with AI tools themselves. Amazon, for example, has introduced Rufus, an AI-powered shopping assistant for consumers, Lens Live, a visual search tool that helps users find products similar to objects they see around them, and Interests, a software that continuously scans the marketplace for products that match the user’s earlier searches.

 

Help Me Decide is the newest addition to this ever-growing list.

 

 

What is Help Me Decide?

Shoppers know how tantalizing it can be to choose one out of a myriad of available similar products. Amazon’s new AI tool, Help Me Decide, is designed to solve this issue.

 

 

Screenshot of https://www.aboutamazon.com/news/retail/amazon-things-to-buy-help-me-decide-gen-ai displaying the Help Me Decide button as well as the screen users see while the tool analyzes their options

 

 

Once the platform notices a user browsing similar products, a Help Me Decide button appears near the top part of every product page. Clicking on this button will analyze the user’s previous searches and purchases, marketplace browsing activity, and preferences to present a personalized recommendation suggesting the perfect product to buy.

 

This recommendation includes an explanation detailing why the platform thinks the chosen product is the best option for this specific user. If dissatisfied with the price of the product, the user can also choose a budget and an upgrade option, prompting the AI to display another product in the chosen price category.

 

 

Screenshot of https://www.aboutamazon.com/news/retail/amazon-things-to-buy-help-me-decide-gen-ai displaying the budget and upgrade price options

 

 

Where is Help Me Decide available

As of the last quarter of 2025, Help Me Decide is available to US shoppers browsing Amazon on their smartphones (app or mobile browser). Help Me Decide can also be accessed if users click on the Keep Shopping For button on the homepage or in their Amazon shopping app.

 

As the feature is very new, there are no usage and popularity statistics available at the time of writing. However, as the tool removes the uncertainty preceding a purchase, we can assume that some shoppers will like the clear selection, complete with reasoning on why the chosen product is the best decision. Help Me Decide now joins the ever-lengthening list of hyper-personalized, AI-based search suggestions. As users are getting accustomed to having everything suggested for them, some could automatically adopt the pre-made decisions as a natural part of the search process.

 

Others may find it too intrusive and feel pushed into a purchase they may not want. And here we also need to consider the use of personal shopping history. As Help Me Decide analyzes a lot of data about a user’s past shopping behavior and purchases, some shoppers may be uncomfortable about Amazon not only recommending further products, but downright telling them what to buy and why.

 

However, consumers are not the only group that needs to look deeper into the implications of Help Me Decide.

 

 

Risks and opportunities of Help Me Decide for brands and sellers

While certainly a helpful feature, Help Me Decide has some negative implications that brands and sellers definitely need to consider.

 

Namely, how exactly is the suggested product selected, based on what algorithmic conditions? Why is one brand’s similar product preferred over another’s? Is it possible for sponsored, Amazon’s Choice, or Prime listings to land in the Help Me Decide selection? If yes, is the tool biased towards them? What if an IP-infringing product listing makes it into the selection pool?

 

As the tool is very new, there are no definite answers to these questions. However, they are alarming enough for brands and online brand protection experts to keep an eye on the issue in the medium term, or at least until all of these questions have a reassuring answer.

 

There is currently no known schedule for any eventual rollout of Help Me Decide in other regions. Although if the tool proves to be a success, it’s safe to assume that consumers in other parts of the world will eventually come face-to-face with it.

 

 

Brand protection challenges associated with AI tools

Standing at the crossroads of technological development and the protection of IP rights, online brand protection is a dynamic industry. Experts in the field must keep their finger on the pulse of e-Commerce to anticipate and effectively counter new threats as they emerge. This is why the introduction of AI into e-Commerce necessitates certain adjustments in our industry.

 

Find out how globaleyez responds to AI-based threats!

 

AI enables fraudsters to create incredibly convincing fake listings in large quantities without any significant effort. We’re already seeing the effects in the myriad of fraudulent listings flooding Amazon and TikTok.

 

The damage to your brand’s IP rights is devastating, which is why setting up a comprehensive online brand protection program is essential in the era of AI. Luckily, globaleyez’s online monitoring services work just as well with AI-generated fake content as with traditionally created pieces.

 

Our marketplace monitoring service detects fake product listings on over 150 marketplaces worldwide. Our social media monitoring does the same with social media posts and listings, while our image monitoring covers the entire internet to discover pictures infringing on your IP rights.

 

Once we have zeroed in on fraudulent content, we enforce your rights and demand the removal of any infringing product listing, image, social media post, and any other type of unauthorized content.

 

 

Conclusion

Amazon’s Help Me Decide joins an impressive array of AI-powered tools aimed at making shopping easier for consumers. However, the tool is not without risks for brands, especially when it comes to the protection of your IP rights.

 

As the usage of AI in e-Commerce progresses, setting up an effective protection strategy for your invaluable intellectual property becomes more crucial by the minute. Contact us, tell us about the challenges you face, and let’s set up a comprehensive online brand protection program together, perfectly tailored to your brand’s needs.