Amazon's new Help Me Decide button picks what you were going to buy anyway – just faster

• Amazon’s new “Help Me Decide” feature uses AI to analyze your shopping behavior and recommend a product
• The feature is available in the U.S. on mobile apps and browsers
• The AI makes and explains its personalized suggestions using browsing history and customer reviews

Amazon wants to use AI to reduce the exhaustion online shopping can sometimes induce. The new Help Me Decide button, now appearing in the United States on mobile browsers and Amazon's app, promises to cut to the chase and pick the ideal product for you to buy. No more infinite tab hopping through endless reviews.

The button appears after you’ve been browsing a few similar products at the top of the page. Tapping it sends you to a personalized recommendation based on your browsing history, shopping patterns, and existing customer reviews.

And the AI will break down why it's ...