OpenAI has introduced Shopping Research, a new tool in ChatGPT for users to find and compare products. In a blog post, the company said the tool can be used to ask detailed shopping questions and generate a personalized buyer's guide that pulls in current information from around the internet.

The launch follows the rollout of Instant Checkout, which enables product purchases directly within ChatGPT. Together, these updates aim to create a full research-to-purchase workflow within one chat interface.

Shopping Research is available to logged-in users on Free, Go, Plus, and Pro plans. OpenAI also says it is offering nearly unlimited usage through the holiday period. Pro users can access Shopping Research through ChatGPT Pulse as well.

How the feature works inside ChatGPT

When a user asks a shopping question, ChatGPT suggests using Shopping Research. Users can tap to start or select it from the menu. Once active, the tool opens a visual interface where users can ask questions and respond to follow-up questions. Users can describe their needs, share a budget, or explain who the item is for.

OpenAI adds that the system scans the web for current information such as price, availability, reviews, specifications, and product images. As the results appear, users can mark items as “Not interested” or “More like this,” which guides the assistant toward better matches. If ChatGPT's memory is turned on, the company says the tool can factor in previous interests. For example, someone with a known interest in gaming may see options shaped around that preference when searching for a laptop.

After the research is completed, users receive a buyer's guide summarizing the top products, differences, tradeoffs, and other relevant information. 

What users can do with the feature

Users can use it to discover new items, compare alternatives, find similar products, and locate deals such as Black Friday discounts. They can click through to retailer sites to make a purchase. OpenAI also notes that future support for Instant Checkout will allow users to complete purchases directly inside ChatGPT for participating merchants.

OpenAI claims the system is particularly effective in detail-heavy categories like electronics, beauty, home and garden, kitchen and appliances, and sports and outdoor.

Shopping Research is entering a competitive AI shopping space

The move is OpenAI’s latest push in a space where Google, Amazon, Microsoft, and Perplexity have been betting heavily on AI to own more of the shopping funnel. These companies are trying to capture more of the discovery and comparison phase. Google has been integrating generative summaries and conversational search into Google Shopping. Google’s AI Mode, powered by Gemini, currently supports natural-language product queries and comparison workflows that detail what to consider.

Amazon’s Rufus tool inside the Amazon app uses Amazon’s catalog and wider web results to answer product questions and guide purchases. Microsoft offers its own conversational shopping agent through Copilot Studio and Retail Copilot, which retailers can integrate directly on their e-commerce sites. Perplexity has also been moving toward agent-based commerce and recently partnered with PayPal to support in-chat transactions.

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