Amazon calls on AI once again with its new ‘Help Me Decide’ shopping tool

People are evidently never buying quite enough stuff from Amazon to keep the company entirely happy, and it’s calling on AI once again to push indecisive shoppers into locking down the purchase they’ve been eyeing up. The new tool, which Amazon calls , gives shoppers in the US personalized recommendations of products they should buy by analyzing their browsing history, searches and preferences.

It’s designed to “help” customers who have been looking at a number of products in a particular category,…