E-commerce giant Amazon has announced the launch of its new AI-powered shopping tools called “Interests”, designed to create a more personalized and interactive shopping experience.
Announced on its website on Wednesday, the company noted that the feature allows customers to input tailored prompts based on their hobbies, preferences, and budget, making product discovery easier and more relevant.
Once they have created the prompts, the AI tool will do the work for them, by continuously scanning Amazon’s store and proactively notifying them about newly available and relevant products, restocks, and deals that align with their interests.
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Amazon wrote,
“Whether you’re a photography enthusiast who always wants the best new gear, a golfer hooked on the latest equipment, a music lover who enjoys fresh merch from your favorite artists, or a football fan looking for new gameday gear, staying on top of new products related to your interests can sometimes feel like a part-time job. Enter Amazon’s newest AI-powered feature, Interests, which transforms how you discover and shop for products related to your passions by constantly checking new inventory that’s been added to Amazon’s vast online store to help you quickly and easily find new items you might want.
“With Interests, you can create personalized shopping prompts tailored to your interests, price limits, and preferences, from mainstream to niche, using everyday language. Simply describe what you’re looking for, from “Model building kits and accessories for hobbyist engineers and designers” or “Brewing tools and gadgets for coffee lovers” to “The latest pickleball gear and accessories.” You can also use longer prompts to hone in on specific needs like “I’m looking for wall art to decorate my home. I want something abstract or modern made of black metal, not canvas. Maybe a geometric design, a minimalist piece. I’m into industrial-style decor that makes a statement nothing too traditional or painted.”
Unlike traditional search engines, Interests leverages large language models (LLMs) to interpret everyday language into actionable product queries. This allows users to find items more efficiently while also receiving real-time notifications about relevant restocks, deals, and newly added products.
Interests is currently available to a small subset of U.S. customers in Amazon’s U.S. app (iOS and Android) and mobile website, and the company looks forward to rolling it out to the rest of U.S. customers in the coming months, making it available to a wider audience.
AI-Powered Shopping Evolution
AI-powered shopping is rapidly evolving, transforming how consumers discover, purchase, and engage with brands. Several companies are leveraging AI to revolutionize the shopping experience of customers across different industries.
For instance, Google recently upgraded its Shopping tab, introducing a “Vision Match” tool that allows shoppers to describe a garment they envision, while the AI suggests similar ideas based on the description. It also launched an AI summary tool to provide product information.
Also, Chinese e-commerce giant Alibaba uses AI for personalized e-commerce recommendations and its smart customer service chatbot AliMe. The company leveraged AI in logistics and warehouse automation to optimize delivery speed.
Just recently, Interests became part of Amazon’s broader AI strategy, joining existing tools like Rufus, AI Shopping Guides, review summaries, and AI-generated product descriptions. By integrating AI into its shopping ecosystem, Amazon is making product discovery smarter, faster, and more intuitive.
As AI-driven personalization gains traction, several other retailers are likely to follow suit, further revolutionizing how consumers search, discover, and purchase products online.