Amazon's new AI shopping feature will help you choose the right product: How it works, the features offered and more

Amazon has announced its new AI Shopping Guides tool to make it easier for users to research over 100 product types on its platform. Users can find the right product, from TVs to dog food and more. The tool, according to the official blog post, relies on generative AI to present key information and product recommendations, helping customers make faster, more informed purchases.

How It works
The AI Shopping Guides automatically appear in search suggestions, offering a consolidated view of relevant product attributes. Shoppers can access these guides from the “Keep Shopping For” card on Amazon’s homepage or by visiting Amazon.com/AIShoppingGuides. The guides help customers quickly transition from researching to browsing a curated selection of products.

AI Shopping Guides provide educational content and customer insights, tailored by Amazon’s generative AI technology, Rufus. These guides not only highlight important product features and use cases but also refine product selections based on the user's specific needs. This AI-driven approach reduces research time, offering a seamless shopping experience.

Generative AI and Amazon Bedrock
The AI Shopping Guides are built using Amazon Bedrock, which powers generative AI applications. Large language models (LLMs) analyse product catalogue data, ensuring the latest information on features, brands, and trends is incorporated into the guides.