On October 23, 2025, Amazon introduced 'Help Me Decide,' an AI-driven shopping assistant designed to recommend personalized products to users based on their browsing and purchase history. This feature, initially rolling out to millions of U.S. customers, is part of Amazon’s broader strategy to embed generative AI throughout its retail ecosystem and enhance the online shopping experience. Following the announcement, Amazon’s stock traded at $220.10 (+0.99%) in live trading, outperforming the broader market and other tech peers. Analysts and industry experts highlight that this move strengthens Amazon’s competitive position in AI-driven commerce and could boost customer engagement and sales conversion rates[2].