Research less, shop more: How Amazon's AI Shopping Guides help you find what you need

The holiday season is quickly approaching and -- if Amazon's October Prime Day sale is any indicator -- the deals will be wide-ranging and abundant. 

This abundance of deals -- while it's almost any shopper's dream -- can get overwhelming.

Also: Prime Day is over: These are the 100+ best deals still live

Now, Amazon is releasing a new shopping tool that uses generative artificial intelligence (gen AI) to help customers research products and provide recommendations when they're browsing the e-commerce site. Amazon's AI-powered "Shopping Guides" are being rolled out in the US on Amazon's mobile website and apps for iOS and Android, allowing users to access specific product information for more than 100 product types, "ranging from TVs, area rugs, dog food, and running shoes, to headphones and face moisturizers. "

The AI Shopping Guides, according to Amazon, are expected to "reduce the time spent researching before you purchase by proactively consolidating key information you need alongside a relevant selection of products, making it easier to find the right product for your needs quickly and easily [and] to help you make informed purchase decisions." 

Moreover, each guide is geared to your shopping needs, so you'll view a "highly relevant selection" in the guide and then you can switch from learning mode to browsing a more refined lineup of products. 

For example, you select a shopping guide for Expresso machines, and the guide will display a recommended selection of machines based on popularity, customer reviews, and pricing. The guide also presents "factors to consider," which break down each product into specific use-case categories by brand.

According to Amazon, the AI Shopping Guides "will automatically appear for autocompleted suggestions" when you search for a product or can be explored here to see what guides are currently available. "You can also click a 'Keep Shopping For' card from the top of Amazon's homepage to see AI Shopping Guides relevant to your recent shopping activity." 

To explore further, visit Amazon.com/AIShoppingGuides.