The new “Help Me Decide” tool can reshape how products are chosen – and how we think about discoverability…
Now live in the US store, Amazon’s latest consumer-facing AI leap is “Help Me Decide”, a one-tap assistant that picks out the “best” product for the buyer based on their browsing, buying and behavioural signals.
Removing the need to manually compare products themselves, “Help Me Decide” analyses:
- Items they’ve already viewed
- Their past search behaviour
- Their purchase history (and trends therein)
- Any patterns from their preferences
- And contextual signals, like family size, recent categories browsed
It then recommends a single product deemed most suitable, alongside a clear rationale that highlights relevant features and customer reviews as well as why the product works for the potential buyer based on their past purchases and preferences.
There’s also the option to view two alternatives – an upgrade and a budget pick.
Less comparison and more delegation, this is Amazon using AI to dial buying friction right back, collapsing all the decision-making into a simpler, guided process based on the customer’s unique data.
An example…
How does it work in practice?
Say a shopper has been comparing air fryers for a few days. They’ve viewed a few larger models, filtered for “easy to clean,” read reviews mentioning family-size cooking and recently bought oven trays and silicone liners.
Help Me Decide might recommend a dual-drawer air fryer, explaining that:
- It matches the family-sized portions indicated by their browsing.
- The reviews highlight simple cleaning and dishwasher-safe baskets.
- Dual drawers offer more flexibility than other products they’re viewed.
- And it’s a good fit for the cooking habits suggested by their recent purchases.
Alongside it, the AI might suggest an upgrade with smart presets and app control and a budget pick with fewer features but a similar capacity.
Why it Matters
This is a whole new layer of AI-driven discoverability for brands.
The tool decides which products surface first, which brands get recommended – and which listings become invisible when customers rely on AI to make the decision for them.
And because the assistant weighs behavioural signals alongside product content?
The brands that win will be those with:
- Strong, structured data.
- Clear, complete product detail.
- Reviews that back up the product’s relevance.
- A consistent history of performance.
- Listings written for human language, not just keyword matching.
It’s another shift that moves towards optimising for understanding as opposed to search alone.
The opportunity (and the risk)
Help Me Decide uses LLMs to interpret what a customer signals about their intent and then reconcile it with your product data, reviews and content.
The risk is that, if your listings aren’t clear enough, or they’re incomplete or inconsistent, you could be excluded from the recommendation set.
The opportunity is that, for those whose products are optimised to show their relevance, with well-structured data, clear language and customer proof, there’s a much stronger chance of being selected as a “best match” for your product type.
This makes AI optimisation a critical commercial priority, especially as it looks like Amazon will continue to lean further and further into guided buying experiences.
What brands should do now
Think of this as your non-negotiable AI optimisation checklist as you prepare for a wider rollout across Amazon stores:
- Strengthen your product data, making every attribute machine-readable, understandable and complete.
- Optimise for natural-language queries, because Help Me Decide uses conversational logic.
- Leverage your reviews, because authentic customer language helps reinforce relevance for LLMs.
- Optimise your detail pages with clean titles, clear benefits, strong imagery and precise feature explanations – all of these influence AI rankings.
- Analyse cross-ASIN behavioural signals to understand how your catalogue fits together for customers, because Amazon’s AI certainly will.
The Bottom Line
“Help Me Decide” is a big acceleration in Amazon’s shift towards AI-curated shopping, where your customers are asking Amazon to choose rather than comparing the products themselves.
And this is a whole new challenge for brands, meaning they need to stay visible for an AI assistant that will only recommend what it can clearly understand and “trust”.
The brands who continue to surface as these innovations roll out? They’ll be the ones who invest now in great, well-structured data, clear content and AI-ready optimisation.
And if you want your brand to be one of the ones staying visible from the start? Our expert team is on hand to help – get in touch today.