Amazon’s new AI shopping guide.

Amazon is offering mobile customers a new solution to aid product research.

The e-tail giant is rolling out AI shopping guides in its U.S. iOS and Android app and mobile website on more than 100 types of products, including TVs, rugs, dog food, running shoes, headphones and face moisturizers. 

The new guides consolidate key information customers need with a relevant selection of products. They also offer educational content and customer insights, with transition from learning mode to browsing a refined selection of products. 

Guide users can also leverage Rufus, the generative AI-based expert shopping assistant trained on Amazon’s product catalog, customer reviews, community Q&As, and information from across the web to answer customer questions on topics such as shopping needs, products, and comparisons; make recommendations based on conversational context; and facilitate product discovery within the mainstream Amazon shopping experience.

[READ MORE: Amazon releases mobile generative AI shopping assistant]

The shopping guides also use generative AI large language models (LLMs) to uncover attributes, use cases, features, brands, and terminology for each product type from catalog data and continually ensure that information is current and relevant.