Amazon announced on Wednesday the new addition to the list of its series of AI features and products it has been offering to buyers: AI shopping guides. Over a hundred product types available on Amazon.com, it will come out on Thursday, consolidating the main information consumers tend to research before buying it into one piece and providing a list of the most trusted brands in that category.

According to the retailer, it will enable the quickening of the time a customer takes in making his decision as to which product is right for him, thus providing ease and better efficiency in shopping and buying.

Instead, these guides do not only focus on the bigger purchases of consumers-for example, a TV, a camping tent, kitchen appliance, or rug for the home-but also contain more mundane items like dog food, moisturizers, running shoes, and headphones and much more, according to a statement accompanying the announcement. The guides will also help the consumers cut down on their options by browsing through a refined set of products based on their needs-a feature that might come in handy for online shoppers who feel overwhelmed by the volume of choices from Amazon's virtual shelves.
Under each guide, consumers are steered to insights and learning content on what type of product it is, including what others say about the product (from review sources), plus use cases, key features, popular brands, terminology used, and much more.

From the guides, consumers will also be able to access Rufus, the brand-new AI shopping assistant and chatbot launched by Amazon.

According to the company, it is using generative AI to scale the AI Shopping Guides throughout its product lineup via LLMs that help learn what kind of information should be contained in each guide. The technology will also keep the guide updated and current as things change, built using Amazon Bedrock.

The guides will be available first inside the Amazon Shopping app on iOS, Android and on mobile web in the U.S. starting Thursday. Once available, they will appear in the search autocomplete suggestions. Getting access to the guides will also appear within the "Keep Shopping For" card on the Amazon homepage, which will show guides associated with recent browsing activity on the site.

Consumers can also look up best sellers directly at Amazon.com/AIShoppingGuides.

The retailer will expand from the 100 product categories here in the coming weeks and months but did not indicate if or when they will offer in other languages.

The AI Shopping Guides are part of a growing handful of AI-powered features Amazon has rolled out to consumers, including not only Rufus, but also its generative AI-enhanced review highlights, AI tech for finding clothes that fit, visual search features, and AI-generated product information.