"OpenAI has launched a powerful Shopping Research tool in ChatGPT that helps users find the right products using natural language. Here’s how it works and why it matters."
OpenAI has introduced a major update to ChatGPT called Shopping Research, and it’s already changing how people search, compare, and choose products online. Whether you’re looking for a budget laptop, a powerful hairdryer, or a smart home appliance, ChatGPT can now help you find the best options faster and more accurately.
What is ChatGPT’s Shopping Research tool?
Shopping Research is a new AI-powered feature inside ChatGPT that lets users describe what they want in simple language. Instead of browsing dozens of product pages or reading long review articles, you can just ask something like:
Which is the best 4K TV for gaming under 40,000?
ChatGPT then reviews the web, checks product details, reads user reviews, and compares specs to give a clean, personalized buyer guide. It works for both free and paid users, and you don’t even need to log in.
How does it work behind the scenes?
The system uses a specialized shopping-tuned version of GPT-5 mini. This model is designed to understand complex shopping queries, compare specs, and gather fresh price information from multiple sources. For general queries, ChatGPT defaults to GPT-4o.
Here are some key capabilities:
- Understands natural language queries
- Pulls data from product listings, reviews, blogs, and forums
- Creates personalized recommendations
- Lets you refine results with options like more like this
Can you buy products directly inside ChatGPT?
Yes, but only for selected retailers. OpenAI has partnered with Walmart and Target to enable direct checkout using a feature called Buy it in ChatGPT. For most other stores, ChatGPT redirects users to the retailer's website.
Amazon listings are not directly integrated, so users must check availability separately.
Where does ChatGPT get product information?
Unlike traditional shopping engines that rely on paid listings or closed inventories, ChatGPT scans the open web. This includes:
- Official product sites
- Trusted review platforms
- Reddit and community forums
- Tech blogs and comparison articles
The goal is to keep results unbiased and not influenced by paid advertising.
How does this compare to Amazon Rufus and Google’s AI shopping tools?
Amazon Rufus recommends products from Amazon’s catalog only, while Google’s AI results pull from indexed shopping pages. ChatGPT is different because:
- It covers the entire web
- Creates full buyer guides
- Does not prioritize ads or paid listings
Early reports show that ChatGPT already drives significant traffic to major retailers, and this feature will boost that further.
Key Features at a Glance
| Feature | Details |
|---|---|
| Availability | Free & paid users |
| AI Model | GPT-5 mini (shopping), GPT-4o (general) |
| Retailer Support | Direct checkout for Walmart & Target |
How to use referral and partner links?
Whenever ChatGPT recommends a product, it may generate a link that includes tracking parameters like utm_source. These help retailers analyze traffic but do not affect ranking or personalization.
For affiliate programs like CustomGPT, users can sign up separately to get referral commissions.
FAQs
Does the Shopping Research tool cost extra?
No. It’s available for free, Plus, and Pro users with no additional charges.
Are the recommendations biased?
OpenAI states that suggestions are not influenced by advertisers or paid placements.
Can I use this feature without logging in?
Yes, even logged-out users can start a shopping session in ChatGPT.
