Jeff Bezos just made it easier to waste your money on Amazon

Amazon is rolling out its “Help Me Decide” feature that uses AI to tailor preferences based on user history.

Businesses are using AI in a variety of ways, some more useful than others.

Most companies have integrated it into their operations, using it for tasks that may actually require automation.

Amazon, on the other hand, is using AI to help users spend more money on its website.

The latest addition to its AI spending suite is “Help Me Decide,” which Amazon says helps customers “make informed purchase decisions.”

“Help Me Decide,” a feature that “takes the guesswork out of selecting a product,” aims to make “shopping faster and easier.” In other words, it puts more money in Jeff Bezos's pocket.

On the Amazon app, users will see the “Help Me Decide” icon after Amazon observes users viewing several of the same products.

When clicking on the icon, users are confronted with their shopping history and preferences in the form of recommended products found using Amazon’s AI feature.

The recommendation comes with a “clear explanation of why it’s a great choice,” as well as presenting users with specifications, features, customer reviews, and justifications for why this product was recommended.

Bezos’s company has conveniently added budget and upgraded options to maximize users' likelihood of buying something from Amazon.

Like most companies, Amazon uses large language models (LLMs) and its own Amazon Web Services (AWS), like Amazon Bedrock, to promote more products.

But now, your Amazon purchase history and preferences are no longer safe, as Amazon uses its AI tools to look at your history to push recommendations.

Big tech companies are doing this across the board. For example, Meta started using users' interactions with its AI tools to push targeted ads, which raises concerns surrounding user privacy.

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