ChatGPT launches new shopping research tool for product comparison and deal tracking

OpenAI has introduced a new shopping research feature in ChatGPT, giving users a way to compare products, look up details, and track deals directly in their chats. The feature is available to all logged in users, including those on the free tier, with extended access during the holiday season and yes, with the infamous Black Friday coming up fast.

Users can open the tool from the + menu or rely on ChatGPT to route prompts when it detects shopping intent. It can handle product comparisons, gift ideas, deal tracking, and lookalike searches from uploaded images. The model also asks clarifying questions to narrow down recommendations across categories like electronics, appliances and fashion.

The feature is powered by a GPT 5 mini variant trained to read trusted sites, cite sources and synthesize product information. OpenAI notes improved citation accuracy but still advises verifying prices and availability on retailer pages. Results come from publicly available retail sites, with no chat data being shared with retailers .The company has also confirmed it will add support for Instant Checkout in a later update, the feature that enables direct purchases from selected merchants through ChatGPT. And while nothing has been announced, it is easy to imagine this becoming a prime spot for future ad placement, but only time will tell.