Amazon has introduced AI-powered Shopping Guides to help customers navigate its vast product selection more efficiently. Starting Thursday, the guides will cover over 100 different product types, offering key information such as trusted brands, use cases, and popular features to simplify decision-making. The goal is to speed up the shopping process by consolidating research into an easy-to-navigate format.

The AI guides will not only focus on larger purchases like TVs or appliances but will also assist with everyday items such as dog food and running shoes. By using generative AI technology, Amazon aims to refine the search process and reduce the overwhelming number of choices shoppers face. Each guide is updated regularly through Amazon’s AI platform, Bedrock, ensuring users get the most current and relevant information.

Available first in the US via Amazon’s mobile apps and web, the AI Shopping Guides will appear during search suggestions and through personalised browsing prompts. Amazon also plans to expand the feature across more product categories in the coming months.