Amazon has unveiled AI Shopping Guides, an innovative tool designed to assist U.S. customers in making informed purchasing decisions. These guides are accessible through the Amazon Shopping app and mobile website.

The AI Shopping Guides leverage Amazon's generative AI technology to consolidate essential information for over 100 product types, including TVs, dog food, running shoes, and face moisturizers. Each guide provides explanations of key features, must-know terminology, and trusted brands along with tailored product recommendations.

Dan Lloyd, vice president of personalization at Amazon, stated: “When shopping for a new product, it can be difficult to understand the options available or know the right questions to ask. With AI Shopping Guides, we’re pairing helpful product information and guidance with Earth’s largest selection to help customers understand a product type, discover the most trusted brands, and find the best product for their needs.”

These guides aim to simplify shopping by offering insights directly at users' fingertips. For instance, when selecting a face moisturizer based on skin type—oily, dry or combination—customers receive specific recommendations suited to their needs. Additionally, Rufus—the generative AI-powered assistant—provides quick answers to any additional queries during shopping.

The use of large language models (LLMs) enables these guides to remain up-to-date with evolving technologies and trends by identifying crucial attributes from catalog data. This is facilitated by Amazon Bedrock which offers scalable access to foundation models and tools necessary for building generative AI applications efficiently.

Lloyd added: “It’s early days but we believe AI Shopping Guides will improve how customers discover explore and stay informed about products they want need. We’re excited continue enhancing shopping experience practical useful innovations so can feel confident purchases.”

Customers can access these guides via search autocomplete suggestions or under the "Keep Shopping For" tab on Amazon's homepage; popular guides are also available at Amazon.com/AIShoppingGuides.