Amazon announced AI Shopping Guides, product guides that pair helpful information about a product type with Amazon’s wide selection, making it easier for customers to find the right product for their needs. AI Shopping Guides are available to all U.S. customers in the Amazon Shopping app (iOS and Android) and Amazon’s mobile website.
Powered by Amazon’s powerful generative AI capabilities, AI Shopping Guides act like a trusted product expert by proactively consolidating key information customers need to make an informed purchase. Now rolling out to more than 100 types of products, ranging from TVs, area rugs, dog food, and running shoes, to headphones and face moisturizers, each AI Shopping Guide provides explanations of key features to consider for a specific product type, must-know terminology, and trusted brands alongside product recommendations based on a customer’s needs.
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“When shopping for a new product, it can be difficult to understand the options available or know the right questions to ask,” said Dan Lloyd, vice president of personalization at Amazon. “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.”
AI Shopping Guides take the guess work out of shopping for new products and provide insights at customers’ fingertips. Customers looking to find the right camping tent, the best shoes for running in the rain, or the perfect new kitchen appliance for their needs can turn to AI Shopping Guides for help. For example, when shopping for a new face moisturizer, customers can select what type of skin they have—oily, dry, combination—and learn what type of moisturizer is right for their needs. And, with Rufus, Amazon’s generative AI-powered shopping assistant, customers can quickly receive answers to any additional questions that come up as they shop.
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The information needed to make an informed purchase decision varies significantly with different product types, and that information also constantly changes with new technologies, product features, trends, and customer insights. Generative AI makes it possible for Amazon to scale AI Shopping Guides across Amazon’s vast selection by using large language models (LLMs) to uncover the most helpful attributes, use cases, features, brands, and terminology for each product type from our catalog data and continually ensure that information is current and relevant. The LLMs then generate tailored guide descriptions based on this information, paired with product recommendations. AI Shopping Guides are built using Amazon Bedrock, which provides scalable access to the latest foundation models and AI tools that make it the most efficient way to build and scale generative AI applications.
“It’s early days, but we believe AI Shopping Guides will improve how customers discover, explore, and stay informed about the products they want and need,” said Lloyd. “We’re excited to continue enhancing the shopping experience with practical, useful AI innovations so customers can feel confident in their purchases.”
Customers can see AI Shopping Guides in search autocomplete suggestions or by clicking the “Keep Shopping For” tab on the Amazon homepage.
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