Amazon is taking its AI-driven shopping experience to the next level with the introduction of a new feature called “Interests.” Designed to create a more personalized and conversational search process, this tool allows users to input custom prompts in the search bar that reflect their hobbies, preferences, and budget constraints. For example, shoppers can type queries like “affordable outdoor gear for weekend camping trips” or “eco-friendly kitchen gadgets under $50” to receive tailored product recommendations.
Powered by advanced large language models (LLMs), Interests translates natural language into search queries that traditional systems can process, ensuring more accurate and relevant results. The feature also operates dynamically in the background, alerting users when new products matching their interests are added, restocked, or discounted. This real-time notification system aims to keep shoppers informed and engaged with the latest offerings.
Currently in a limited rollout, Interests is available to select U.S. users via the Amazon Shopping app on iOS and Android devices, as well as through the mobile website under the “Me” tab. Amazon plans to expand access to more customers across the U.S. in the coming months.
This update aligns with Amazon’s broader strategy to integrate AI across its platform. Existing AI tools like Rufus (an AI shopping assistant), AI Shopping Guides, AI-generated product summaries, and enhanced review highlights have already streamlined the shopping journey. The company continues to innovate, ensuring it stays ahead in the competitive e-commerce landscape.
Other tech giants are also embracing AI to refine customer experiences. Google recently introduced “Vision Match,” an AI tool that suggests clothing items based on textual descriptions, and an AI summary feature that distills product details for quicker decision-making. As AI becomes a cornerstone of retail innovation, these advancements signal a shift toward more intuitive, user-centric shopping ecosystems.
