Amazon is rolling out some new AI tools to “improve” your shopping experience. Spoiler: it depends on what you consider “improvement.”

Here’s What They’re Adding

• AI-Summarized Reviews
  Instead of reading through 200 people complaining about packaging, Amazon’s AI now gives you a quick summary of what buyers are saying. Not a bad idea, honestly.

• Rufus, the Chatbot
  It's basically Amazon's version of ChatGPT, but just for shopping. You ask it stuff like “What’s a good hiking backpack for beginners?” and it gives you recommendations.

• Interests Feature
  You can type in something like “aesthetic home décor under $100,” and Amazon will keep updating a widget with stuff that matches that vibe. Sounds cool until it starts pushing ads disguised as suggestions.

The Catch?

These tools are supposed to make shopping easier, but Amazon also makes a ton of money off ads. So yeah—some “recommendations” might be more about their wallet than your needs.

Worth Using?

• If you’re in a hurry or hate digging through reviews: yes.

• If you like control and don’t trust corporate bots: maybe not.