Amazon has introduced a new AI-powered shopping tool called Help Me Decide, designed to automate one of the most tedious aspects of online shopping: choosing between similar products. The feature, now rolling out to millions of U.S. users, appears as a pop-up button in the top-right corner of the Amazon app or mobile browser when a shopper has been browsing multiple comparable items—such as camping tents, headphones, or kitchen gadgets—for an extended period. Once activated, the tool uses generative AI to analyze the user’s browsing history, past purchases, search patterns, and preferences to recommend a single product tailored to their habits. According to Amazon, Help Me Decide aims to reduce decision fatigue by delivering a personalized recommendation with just one tap. The AI doesn’t just pick one item—it offers a range of options, including a “budget pick” and an “upgrade option,” giving users a sense of choice while still streamlining the process. Each recommendation comes with a brief explanation, such as why a particular tent was selected based on past purchases of cold-weather gear or hiking footwear. Daniel Lloyd, Amazon’s vice president of Personalization, said the tool reflects the company’s broader commitment to using AI to enhance the customer experience. “Help Me Decide saves you time by using AI to provide product recommendations tailored to your needs after you’ve been browsing several similar items, giving you confidence in your purchase decision,” he said. The feature is part of Amazon’s ongoing effort to make shopping faster, easier, and more enjoyable through intelligent automation. On the surface, the tool offers real convenience. For many consumers, comparing dozens of nearly identical products—each with minor differences in features, reviews, and price—can be time-consuming and frustrating. Help Me Decide cuts through the noise, potentially saving hours of research. It’s especially useful for complex purchases like electronics, home goods, or outdoor equipment, where the right choice can be hard to pinpoint. However, the tool also raises concerns about the growing role of AI in eroding human decision-making. Critics argue that automating such personal choices—what to buy, how much to spend, and which features matter—further entrenches a culture of passive consumption. The feature aligns with a broader trend in which AI handles increasingly intimate aspects of daily life: composing emails, crafting dating messages, and even scheduling routines. The next logical step, some joke, might be an AI telling you when to use the bathroom—or a robot helping you do it. Moreover, while Amazon claims the tool considers budget and preference, there’s no guarantee it won’t subtly steer users toward higher-priced or more profitable items. The inclusion of “budget” and “upgrade” options may be more about perception than fairness. Users also have little insight into how the AI weighs their data or whether it prioritizes profit over genuine suitability. The rollout of Help Me Decide underscores a larger shift in digital commerce: the move from user-driven exploration to AI-driven curation. While it may save time, it also risks diminishing consumer autonomy and critical thinking. As AI takes over more decisions—especially those involving spending—it becomes harder to distinguish between helpful assistance and subtle manipulation. Ultimately, Help Me Decide is a product of a system that already trains people to buy on impulse, often with little thought. Now, that system is being made even more efficient, with AI making the final call. Whether this is progress or a step toward a more mindless, automated consumer culture remains to be seen. But one thing is clear: the line between convenience and control is getting dangerously thin.