In time for the holiday shopping season, OpenAI has unveiled Shopping Research in ChatGPT.
The feature is designed to help users find and compare products through a guided, conversational experience. Instead of searching across multiple websites, users can describe what they want, and ChatGPT asks clarifying questions, scans high-quality sources across the internet and produces a personalized buyer’s guide within minutes. The feature is rolling out on mobile and web for users across Free, Go, Plus and Pro plans, with nearly unlimited access available during the holiday season.
Shopping Research is built for more complex decisions that require comparisons, tradeoffs and deeper analysis – such as choosing electronics, home goods, kitchen appliances, sports gear or gifts. It provides up-to-date information on pricing, availability, specifications and reviews, allowing users to refine results in real time by marking products as “Not interested” or “More like this.”
To use it, users type a prompt to search for their desired products. Another option is to choose ‘shopping research’ from the (+) menu.
The tool is powered by a GPT-5-mini variant trained specifically for shopping tasks, designed to read trusted retail sites, cite reliable sources and adapt to user feedback. OpenAI said it does not share user chats with retailers, and results remain organic and unbiased. While accuracy is higher than standard search responses, users are encouraged to verify details on the retailer’s website.
Future updates will include direct purchases in ChatGPT through ‘Instant Checkout’ for participating merchants. For now, users must click through to the retailer’s website.
Read OpenAI’s blog post.