Link: Amazon’s new AI guides can help shoppers find what they need

Amazon's new AI-powered "Shopping Guides" simplify the process of finding products on its mobile site and apps. This feature is currently available in the US for over 100 different product categories, including TVs and skincare.

The guides present users with educational content and customer insights to aid in making informed decisions. For example, searching for headphones brings up a list recommended based on popularity, reviews, and price.

Additional details within these guides include a "factors to consider" section, offering breakdowns by brand, usage, and connectivity. This helps shoppers understand product features more thoroughly, improving their shopping experience.

The interface, while more visually engaging, does occupy more screen space, and it's not immediately clear if the feature can be disabled. However, it represents an enhanced filtering approach over traditional tick-box methods.

These AI guides appear automatically in search suggestions when appropriate and can also be accessed directly through provided links. They also surface based on users' recent shopping activity, further personalizing the experience.

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