Amazon’s latest AI tool makes sure you’re never overwhelmed by too many choices

With just a tap, Help Me Decide picks the right product for you.

By Pranob Mehrotra Published October 24, 2025

Person holding an iPhone with the Amazon app on screen showing the Help Me Decide tool. — Amazon

What’s happened? Amazon has introduced a new AI shopping feature called “Help Me Decide” that helps users pick the right product with a tap.

The tool appears as a button on product pages after a user has viewed several similar items. Users can also access it via the “Keep shopping for” section on the homepage.
It analyzes the user’s browsing history, searches, preferences, and purchase records and then matches the information with product details and customer reviews to offer recommendations.
The feature joins Amazon’s growing suite of AI-powered tools, including the Rufus assistant, Buy for Me, and Interests, designed to make browsing and purchasing easier and more personalized.

Why is this important? The feature aims to simplify the product-selection process by offering personalized recommendations.

Instead of manually comparing similar products or sifting through reviews, users can now get a tailored recommendation with just a tap.
The tool could help users make quicker purchase decisions, improving the overall shopping experience on Amazon.

Why should I care? If you’ve spent countless hours comparing products and checking reviews, this tool could save you time and help you finalize your purchase faster.

By analyzing your browsing activity, searches, preferences, and shopping history, the tool delivers more accurate recommendations.
It also offers an explanation highlighting why the recommended product is a good fit, making your final decision easier.

Recommended Videos

What’s next? “Help Me Decide” is now live for US users via Amazon’s Android and iOS apps and mobile browsers. The e-commerce giant has yet to share details about wider availability.

Pranob Mehrotra

News Writer

Pranob is a seasoned tech journalist with over eight years of experience covering consumer technology. His work has been…

Topics

Computing

Claude went rogue during a test and broke into three real companies

Claude website open on laptop

Just a few days after it was revealed that ChatGPT hacked multiple services, Anthropic has also published an uncomfortable admission. During routine cybersecurity testing, its Claude models broke out of what were supposed to be sealed-off practice environments and ended up hacking into the real systems of three different companies.

So what actually happened?

Computing

Google’s AI is digging up Chrome bugs that humans missed for years

Here's how Google is using Gemini AI to find, triage, and patch Chrome security bugs faster than ever.

Google Chrome safety feature.

I've always assumed Chrome's endless update notifications were just routine housekeeping with a batch of actually useful features every now and then. Turns out some of them are patching bugs that have been quietly sitting in the browser's code for over a decade.

So how exactly is AI catching these bugs?

Computing

The Best Password Managers for 2026

As online security evolves, so should the way you protect your accounts

password manager on a mac.

Think about how many online accounts you use in a typical week. Between work, banking, shopping, streaming, social media, and everything in between, it's easy to end up managing dozens of passwords. Remembering a different, secure password for every account simply isn't realistic, which is why so many people fall back on reusing the same login across multiple websites. That's a recipe for disaster, if you ask any cybersecurity expert.

If you're in a conundrum on how to safely handle digital privacy, password managers are a reliable solution. Rather than trying to remember every single password yourself, a credentials manager tool securely stores your login details, creates stronger passwords for new accounts, and automatically fills them in whenever you need them.