Shopping for unfamiliar products can be a time-consuming endeavor. Many people dedicate extensive hours to researching the various features and options available for a specific product type. For instance, when purchasing a TV, you may want to learn about the latest technologies, essential features, recommended brands, customer reviews, and curated product recommendations tailored to your specific needs. To expedite the process for customers who are less acquainted with certain products, we are introducing AI Shopping Guides in our U. S. app (iOS and Android) and on our mobile website, covering over 100 product categories. These include items such as TVs, area rugs, dog food, running shoes, headphones, and face moisturizers. Amazon’s AI Shopping Guides streamline your research by gathering essential information and presenting a curated selection of products, simplifying your search for the right item. AI Shopping Guides eliminate uncertainty when shopping for new items and provide valuable insights right at your fingertips. Whether you're searching for the ideal camping tent for your first backpacking experience, the best running shoes for wet conditions, or a new kitchen gadget, AI Shopping Guides are here to assist. Each guide includes educational resources and customer feedback to support your decision-making process.

Depending on your shopping requirements, you’ll encounter highly relevant selections within the guide and can effortlessly switch from learning about products to browsing a focused array of options. Additionally, with Rufus, Amazon’s generative AI-powered shopping assistant, you can quickly get answers to any questions that arise while you shop. Scaling AI Shopping Guides with Generative AI The details necessary for making informed purchase decisions differ greatly among various product types, and this information evolves with emerging technologies, new features, trends, and consumer insights. Generative AI enables us to scale AI Shopping Guides across Amazon's extensive product range by utilizing large language models (LLMs) to identify the most valuable attributes, use cases, features, brands, and terminology for each product category from our catalog data while ensuring the information remains fresh and relevant. These LLMs generate customized guide descriptions using this information, along with product suggestions. AI Shopping Guides are developed using Amazon Bedrock, which offers scalable access to advanced foundation models and AI tools, making it an efficient way to build and expand generative AI applications. How to Access AI Shopping Guides AI Shopping Guides will automatically show up in search autocomplete suggestions when relevant, allowing you to click on them and start exploring the guide to refine your product search. You can also utilize the “Keep Shopping For” card on the Amazon homepage to view AI Shopping Guides related to your recent shopping activities. Additionally, popular AI Shopping Guides can be accessed by visiting Amazon. com/AIShoppingGuides. We are rolling out AI Shopping Guides to all U. S. customers across more than 100 product types and are excited about adding more categories in the coming weeks and months. Although it's still early in the process, we believe that AI Shopping Guides—along with our other AI-driven features like Rufus, review highlights, Fit Review Highlights, visual search, and AI-generated product information—will significantly enhance your experience in learning about, exploring, and discovering the products you want and need.