Jakarta, Indonesia Sentinel — Amazon has launched a new AI powered shopping tool designed to help customers quickly find products tailored to their specific needs. According to The Verge, this feature known as “Shopping Guides,” is now being rolled out in the U.S. on Amazon’s mobile website and apps for both iOS and Android. The tool provides users with personalized product recommendations and detailed information, making it easier for shoppers to make informed decisions.
According to Amazon’s announcement, these AI Shopping Guides are currently available for over 100 different product categories, including TVs, headphones, running shoes, and skincare items. The guides offer not only product recommendations but also educational content, along with customer insights to help users better understand the features and options available for each product.
For example, selecting a shopping guide for headphones will present users with a curated selection of products based on factors such as popularity, customer reviews, and price. Additionally, the guide offers filters for “factors to consider,” allowing shoppers to narrow down their choices by brand, specific use cases (such as sports, gaming, or students), or connectivity options (wired, wireless, USB).
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This new interface is a more visual and user-friendly way to explore product options compared to the traditional tick-box filters many are accustomed to. Instead of overwhelming users with long lists of features, the guides simplify the decision-making process by explaining what each feature means and why it might matter. However, the more extensive UI takes up additional screen space, which could become frustrating for some users. It is unclear if the feature can be disabled.
Amazon says these AI Shopping Guides will automatically appear when relevant product suggestions are autocompleted in search results. Users can also access the guides through the “Keep Shopping For” card on Amazon’s homepage, which references recent shopping activity.
This AI-driven enhancement is part of Amazon’s ongoing effort to improve the shopping experience by offering more personalized and intuitive ways for customers to explore products.
(Raidi/Agung)
