Amazon has launched a new 'Help Me Decide' button powered by AI to assist shoppers overwhelmed by choices. The feature aims to streamline decision-making and speed up the buying process. It was announced on October 24, 2025.
Amazon's latest innovation targets decision fatigue among online shoppers. The 'Help Me Decide' button uses artificial intelligence to recommend products based on user preferences, effectively selecting items that align with intended purchases more quickly.
According to TechRadar, this tool helps users navigate vast product selections without extensive browsing. It builds on Amazon's existing AI capabilities to enhance the e-commerce experience, making transactions faster while maintaining user control.
The feature is integrated into Amazon's shopping interface, appearing during the selection process to provide instant guidance. No specific details on rollout timeline or initial user feedback were provided in the announcement.
This development reflects Amazon's ongoing push into AI-driven personalization, aiming to reduce cart abandonment and boost sales efficiency.