Amazon has launched a new AI-driven feature named 'Help me decide' to enhance its shopping experience. This tool utilizes user data, including searches, browsing, and purchase history, to recommend products that align with individual preferences. For instance, if a user is looking for camping gear, the tool might suggest a suitable tent based on their previous searches for sleeping bags and stoves. The feature will initially focus on the user's current price range but can also present options outside that range. This initiative is part of Amazon's broader strategy to integrate AI into its platform, following previous enhancements like AI assistants and shopping guides. The 'Help me decide' feature will be available on the Amazon Shopping app and website in the U.S.