Guided discovery feature now covers everything from laptops and wearables to air conditioners and refrigerators, alongside the launch of Smartchoice Days deals
Amazon.in has expanded its Smartchoice feature to 10 consumer electronics categories, strengthening its push to simplify product discovery and purchase decisions in one of India’s most complex online shopping segments.
The guided discovery programme, which provides expert-curated recommendations based on specific customer needs and use cases, is now available across laptops, tablets, audio devices, cameras, monitors, wearables, gaming accessories, refrigerators, washing machines and air conditioners. The company said televisions and smartphones will be added in the coming months.
Alongside the expansion, Amazon.in has announced the launch of ‘Smartchoice Days’ from June 11, offering discounts of up to 60%, No Cost EMI options and bank offers across a range of recommended products.
The company described Smartchoice as its most comprehensive guided discovery experience for electronics shopping in India, spanning 30 distinct use-case segments across categories.
“Smartchoice was built on a simple insight, that customers don’t need more options, they need the right option that they can trust. Consumer electronics is a category where the number of features, specifications and choices can overwhelm even an informed buyer,” said Zeba Khan, Director, Consumer Electronics, Amazon India.
“With Smartchoice, Rufus, Lens AI, AI-generated Review Summaries and Price History working together, Amazon.in offers expert-curated recommendations backed by AI tools that help customers make confident purchase decisions at every step, on a wide selection of consumer electronics,” she added.
From Product Specifications to Real-World Use Cases
Rather than requiring customers to sift through hundreds of products based solely on specifications or price filters, Smartchoice recommends products according to how they will be used.
For example, a student shopping for a laptop receives recommendations different from those shown to a business professional or gamer. Similarly, customers looking for an air conditioner are guided by room size and energy efficiency, while wearable recommendations are tailored to fitness tracking or health monitoring needs.
The platform currently covers seven laptop use cases, including student, business, AI-enabled and gaming devices, as well as productivity and entertainment-focused tablets, fitness-oriented wearables, gaming peripherals, cameras, monitors and home appliances.
Faster Decisions and Growing Demand Beyond Metros
Amazon said customer engagement data suggests the feature is helping reduce decision-making time. Shoppers using Smartchoice spend 25 per cent less time researching products before making a purchase.
The company also noted growing adoption among consumers in smaller cities, with Tier II and Tier III markets accounting for 65 per cent of all Smartchoice purchases. Customers in these markets are increasingly opting for premium and higher-specification products, particularly across computing and consumer electronics categories.
Among the strongest-performing segments are student laptops, AI-powered PCs and productivity-focused tablets.
Brands Backing the Platform
Smartchoice features products from several leading technology and appliance brands.
In computing, Intel-powered devices lead non-gaming laptop recommendations, while ASUS and HP are seeing traction in AI-enabled PCs. NVIDIA-powered systems dominate gaming recommendations, while Lenovo leads productivity tablet selections.
In appliances, LG and Samsung have emerged as key brands in categories such as refrigerators and air conditioners. Meanwhile, LG and BenQ are among the leading brands featured in the monitor segment.
AI-Powered Shopping Ecosystem
The Smartchoice expansion forms part of Amazon India’s broader effort to integrate artificial intelligence across the shopping journey.
Customers can complement Smartchoice recommendations using Rufus, Amazon’s AI shopping assistant, Lens AI visual search, AI-generated review summaries and price history tools. The company says the combination of expert curation and AI-driven insights is designed to make electronics shopping faster and more intuitive.
Smartchoice Days and Prime Day Build Momentum
To drive awareness and adoption, Amazon has launched Smartchoice Days from June 11, featuring discounts across laptops, tablets, wearables, air conditioners, refrigerators, monitors and other electronics categories.
The announcement also comes ahead of the tenth edition of Amazon Prime Day in India, scheduled for July, when Prime members will gain access to exclusive deals, product launches and additional shopping benefits.
With consumers increasingly seeking personalised recommendations amid a growing array of technology choices, Amazon is betting that guided discovery and AI-assisted shopping will play a bigger role in shaping the future of online electronics retail in India.
