Amazon has just unveiled a new set of artificial intelligence tools designed to enhance the shopping experience for consumers: AI shopping guides. These guides, set to debut on Thursday, will cover over 100 different product categories on Amazon.com, offering essential information that shoppers typically look for before making a purchase, along with a curated list of the most trusted brands in each category.

The aim of this new feature is to simplify the decision-making process for customers, helping them quickly find the right item for their needs and streamlining the shopping and buying process.

These guides aren’t limited to major purchases like TVs, camping gear, kitchen appliances, or home decor items. They also include everyday essentials such as pet food, skincare products, running shoes, headphones, and more. By providing a refined selection of products tailored to individual needs, the guides aim to assist online shoppers who might feel overwhelmed by the vast array of options available on Amazon.

Each guide offers valuable insights and educational content about the product category, including customer reviews, use cases, key features, popular brands, terminology, and more. Customers can also access Rufus, Amazon’s AI shopping assistant and chatbot, directly from the guides.

Powered by generative AI and large language models, these AI Shopping Guides will be continuously updated using Amazon Bedrock technology to ensure that the information remains current and relevant. The guides will first be accessible through the Amazon Shopping app on iOS, Android, and mobile web in the U.S., with plans to expand to additional product categories in the future.

To access the guides, customers can look for them in search autocomplete suggestions or the “Keep Shopping For” card on Amazon’s homepage. In the coming weeks and months, Amazon intends to broaden the range of product categories covered by the AI Shopping Guides, though details regarding multilingual support have not been disclosed.

These guides are part of Amazon’s strategy to integrate AI technology into various aspects of the shopping experience, joining other AI-powered features like Rufus, generative AI-enhanced review highlights, technology for finding well-fitting clothes, visual search capabilities, and AI-generated product information.