TLDR
- OpenAI launched a new “shopping research” tool on Monday that creates detailed shopping guides for ChatGPT users
- The tool generates guides with top products, key differences, and current pricing from retailers, taking a few minutes to compile results
- Users can customize guides based on budget, desired features, and who they’re shopping for through conversational prompts
- The feature works automatically when users ask shopping questions and is available to Free, Go, Plus, and Pro ChatGPT subscribers
- OpenAI says results are organic, based on public retail websites, and won’t share user chats with retailers
OpenAI released a new shopping tool called “shopping research” on Monday. The feature generates detailed buying guides for ChatGPT users ahead of the holiday shopping season.
Introducing shopping research, a new experience in ChatGPT that does the research to help you find the right products.
It’s everything you like about deep research but with an interactive interface to help you make smarter purchasing decisions. pic.twitter.com/jksGVpCXGm
— OpenAI (@OpenAI) November 24, 2025
The tool creates guides that include top product recommendations, comparisons between items, and current information from retail websites. OpenAI announced the launch in a blog post on Monday.
ChatGPT users can customize their shopping guides based on specific criteria. The tool considers budget limits, desired features, and who the purchase is for.
The shopping research feature takes a couple of minutes to generate results. Users looking for quick answers like price checks can still use regular ChatGPT responses for faster information.
The tool activates automatically when users submit shopping-related prompts. Examples include queries like “Find the quietest cordless stick vacuum for a small apartment” or “I need a gift for my four year old niece who loves art.”
Users can also access the shopping research feature directly from the ChatGPT menu. The tool asks follow-up questions to better understand user needs and preferences.
OpenAI stated the tool performs best in specific product categories. These include electronics, beauty products, home and garden items, kitchen appliances, and sports equipment.
The company builds on ChatGPT’s existing memory and past conversations to personalize recommendations. This allows the tool to remember user preferences across different shopping sessions.
How the Feature Works
Shopping research pulls information from publicly available retail websites. OpenAI confirmed that results are organic and not influenced by retailer partnerships.
The company will not share user chat data with retailers. However, OpenAI acknowledged the tool may make errors regarding product availability and pricing.
E-Commerce Integration
OpenAI has expanded its e-commerce capabilities in recent months. The company introduced Instant Checkout in September, allowing users to buy products directly through ChatGPT.
Shopping research users will gain access to Instant Checkout functionality in the future. This will enable direct purchases from eligible merchants within the ChatGPT interface.
The feature is rolling out to ChatGPT Free, Go, Plus, and Pro subscribers who are logged in. OpenAI is offering nearly unlimited usage through the holiday season for all subscription tiers.
The tool is available on both mobile and web platforms. ChatGPT Pro users can also access shopping research through ChatGPT Pulse, which may suggest product guides based on previous conversations.
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