OpenAI has introduced a new ChatGPT feature called “shopping research” to help users plan holiday purchases more easily.
Any shopping-related question in ChatGPT will automatically activate the feature.
OpenAI Adds New “Shopping Research” Tool to Assist Holiday Buyers
The rollout applies to all ChatGPT users — both free and paid — on mobile and web.
OpenAI says usage during the holiday season will be “nearly unlimited.”
When users ask questions like “best TVs in bright lighting,” ChatGPT will now include a button offering additional research.
This feature functions like a personal shopping assistant, guiding users through more detailed product exploration.
OpenAI cautions that the feature may still make errors regarding product details, prices, or availability and advises users to check retailer websites for the most accurate information.
The system lets users narrow down choices by answering questions filtered by price, purpose, and features, similar to online retail search tools.
Products shown can be purchased through retailer websites.
Instant Checkout Coming Soon to ChatGPT for Direct Purchases
OpenAI plans to launch an Instant Checkout feature in the future, allowing purchases directly inside ChatGPT with participating retailers.
Other companies are also integrating shopping features into their AI tools — Google recently added AI-powered shopping in AI Mode, and Perplexity’s Comet browser includes shopping assistance as well.
The article notes industry pushback, with Amazon reportedly unhappy about third-party AI tools facilitating shopping away from its platform.
The underlying model powering this feature is a version of GPT-5 mini that’s been optimized specifically for shopping.
Product recommendations are sourced from what OpenAI calls “quality sources” online that include updated prices, availability, reviews, specifications, and images.
The feature can use past conversations and user memory (if enabled) to personalize recommendations.
Users can respond to products with buttons such as “more like this” or “not interested” to refine suggestions.
Paid ChatGPT Pro users will receive curated “buyer’s guides” featuring proactively recommended items based on their past conversations.
OpenAI says these buyer’s guides will evolve — for example, someone discussing e-bikes may later get suggestions for helmets or accessories.
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