October 27, 2025, 3:39 pm | Read time: 2 minutes
Amazon continues to focus on artificial intelligence and is introducing a new tool designed to assist users with purchasing decisions. Following the AI shopping assistant Rufus, the company is now launching the “Help Me Decide” feature, initially available in the U.S. The system aims to provide customers with suitable product recommendations, simplifying the selection process for online shopping.
As early as the beginning of 2024, Amazon had introduced Rufus, an AI feature intended to make shopping more personal and efficient. After its launch in the U.S., the U.K., and later in Germany, the next step is now underway. As the company explains in a blog post, the new feature is designed to help users make quicker decisions among several similar products.
AI Helps with Selection
When buyers compare several similar items on U.S. product pages, a new button labeled “Help Me Decide” appears. Behind it is a learning system that evaluates previous searches, viewed products, and past purchases to make the most suitable suggestion. Amazon describes it this way: “Help Me Decide saves time by using AI to deliver product recommendations tailored to your needs after you’ve viewed several similar items—giving you more confidence in your purchasing decision.”
For example, someone searching for tents who has previously looked at outdoor gear like sleeping bags or hiking boots will be suggested a tent model that matches these interests. In addition to personal shopping behavior, reviews, ratings, and product information from other users are also considered. The foundation is Amazon’s AI platforms Bedrock and SageMaker, which analyze large amounts of data to derive personalized recommendations.
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Launch in Germany Uncertain
For retailers, the new feature may pose an additional challenge, as the AI decides which products are prominently recommended. Those with weak ratings or inadequate presentation will have poorer chances of appearing in the suggestions. When “Help Me Decide” will be introduced in Germany remains uncertain. Amazon has not yet provided any information on this.