The received signal strength (RSS) based technique is extensively utilized for localization in the indoor environments. Since the RSS values of neighboring locations may be similar, the localization accuracy of the RSS based technique is limited. To tackle this problem, in this paper, we propose to utilize reconfigurable intelligent surface (RIS) for the RSS based multi-user localization. As the RIS is able to customize the radio channels by adjusting the phase shifts of the signals reflected at the surface, the localization accuracy in the RIS aided scheme can be improved by choosing the proper phase shifts with significant differences of RSS values among adjacent locations. However, it is challenging to select the optimal phase shifts because the decision function for location estimation and the phase shifts are coupled. To tackle this challenge, we formulate the optimization problem for the RIS-aided localization, derive the optimal decision function, and design the phase shift optimization (PSO) algorithm to solve the formulated problem efficiently. Analysis of the proposed RIS aided technique is provided, and the effectiveness is validated through simulation.