Amazon has made a large investment into their online shopping experience. They’ve released a number of new AI-powered features that help consumers navigate their choices and make informed purchases. Just last month, the e-commerce behemoth rolled out automated, AI shopping guides in over 100 product categories. This bold move comes on the heels of Amazon’s ongoing quest to use artificial intelligence to enhance customer engagement and customer experience.
The new features follow Amazon’s other milestone improvements this year, including audio product summaries and audio review summaries. These concise audio summaries help customers absorb complex product specifications and customer reviews, enabling them to make faster, more confident buying decisions. Expand to see the full agenda. Here’s what you can expect. In 2024, an AI assistant named Rufus will enter the field, assisting users by answering questions across various products. Rufus is available via Amazon’s mobile app, making it a handy shopper resource for those on the go.
“Help Me Decide,” which recommends products to customers based on users’ search queries, browsing patterns and purchase history. This new, cutting-edge tool goes beyond simply recommending products — it tells you why each product is the best choice for you. “Help Me Decide saves you time by using AI to provide product recommendations tailored to your needs after you’ve been browsing several similar items, giving you confidence in your purchase decision,” said Daniel Lloyd, vice president of personalization at Amazon.
“Help Me Decide” is now available on the Amazon Shopping app for both iOS and Android devices, as well as on the web – exclusively for U.S. consumers. With this new feature, we hope to make shopping quicker and easier, and help users feel more confident in their choices.
Then in September 2025 came Amazon’s blockbuster move, the announcement of Lens Live. This groundbreaking generative AI-enabled shopping tool is built for real-world application, transforming the shopping experience for consumers. This augmented reality tool allows users to point their smartphone cameras at objects in their surroundings. In exchange, they get personalized product recommendations that you can find on Amazon. This seamless incorporation of AI into the daily grocery shopping experience is just one example of Amazon’s determination to lead the way in consumer technology.
Amazon has been releasing some game new features! Overall, these improvements speak to the company’s growing focus on making online shopping more seamless and convenient through tailored support and advanced technology. Amazon uses these AI capabilities to steer its customers in lucrative directions. This method goes a long way in establishing goodwill and creditability, fostering trust and confidence in their future purchasing decisions.