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Amazon is introducing “Help Me Decide,” an AI-powered shopping feature that recommends the best product for users comparing similar items. The tool analyzes browsing patterns, search history, and purchase behavior to offer personalized suggestions, along with explanations based on customer reviews and key features. Initially rolling out to millions of US shoppers, it joins Amazon’s growing lineup of AI-driven tools like Interests, Shopping Guides, and Rufus. While Amazon and rivals such as Google, Meta, and OpenAI are all racing to integrate AI into ecommerce, the industry is still testing which approach will truly enhance the shopping experience.