As consumers prepare for Amazon Prime Day, artificial intelligence is becoming an increasingly important part of the shopping journey. According to our new survey data, 39% of U.S. consumers plan to use AI to research products before or during Prime Day, underscoring the growing role of generative AI in helping shoppers evaluate products and make purchasing decisions.
The survey found that ChatGPT has emerged as the leading AI platform for shopping research. Among consumers who plan to use AI for Prime Day research, 29% say they will use ChatGPT, compared to 18% who plan to use Amazon's Alexa AI for Shopping and 17% who plan to use Google Gemini.
Additional findings suggest that AI-powered shopping research is quickly moving into the mainstream. Nearly half of consumers (44%) say they use AI for shopping research more often than they did a year ago, while one-third (33%) used AI to research products during last year's Prime Day event.This year, 36% of consumers say they do not plan to use AI for Prime Day research, while 24% remain undecided, underscoring the growing role AI is playing in helping shoppers evaluate products and make purchasing decisions.
The data points to a broader shift in how consumers discover and evaluate products online. Rather than replacing traditional shopping channels, AI appears to be serving as an additional layer of research, helping shoppers narrow options, compare features, and gain confidence in purchasing decisions.
Novi surveyed 1,006 U.S. consumers in June 2026 to understand how shoppers plan to research products and make purchasing decisions ahead of Amazon Prime Day.
