Impact of AI Based Product Recommendations on Consumer Purchase Intention in E Commerce Platforms (Amazon)

AI‑based product recommendation systems are a critical component of the e‑commerce experience. This study indicates that perceived personalisation, relevance, trust and exposure to recommendations significantly influence consumer interest and purchase intention among frequent users of Amazon and similar platforms. By enhancing the quality and transparency of recommendations, e‑commerce firms can increase customer satisfaction, encourage exploration of new products and ultimately drive higher sales.

Bloomreach. (2024). Why e‑commerce businesses need AI recommendations. Bloomreach Blog. Retrieved from https://www.bloomreach.com​ Dinamikapublika Journal. (2025). The impact of artificial intelligence‑based recommendation systems on consumer purchase intention in e‑commerce platforms.​ Jain, A., & Verma, R. (2024). Exploring the role of personalization in e‑commerce. European Journal of Electronic Engineering and Technology, 12(3), 45–56.​ Kumar, S., & Reddy, P. (2025). Impact of AI‑generated recommendations on consumer purchase intention and brand loyalty in online retail. Asian Marketing Research Journal, 7(4), 85–102.​ Nacelle. (2025). Product recommendations: AI‑driven strategies for e‑commerce growth. Nacelle Blog. Retrieved from https://nacelle.com​ Ritonga, L. (2023). Recommender systems and Amazon marketing bias (Master’s thesis). Rochester Institute of Technology.​ Sari, N., & Rahman, A. (2025). The influence of artificial intelligence in product recommendation on consumer purchase intentions in marketplace platforms. International Journal of Innovative Research in Social Sciences, 5(2), 110–122.​ Singh, P., & Sharma, K. (2024). Unveiling the influence of AI’s product recommendation on consumer purchase intent in e‑commerce. Mälardalen University Working Paper Series.​ Wu, J., Lee, H., & Chen, Y. (2024). Strategic adoption of recommender systems under online retailer competition and consumer search. Electronic Commerce Research and Applications, 66, 101260.​ You can add your textbook or class notes, for example: Dessler, G. (2021). Marketing Management for the Digital Age (2nd ed.). New Delhi: XYZ Publishers.