Amazon has introduced “Interests,” an AI-driven feature designed to enhance product discovery and personalize the shopping experience.
The tool allows users to enter prompts based on their hobbies, preferences, or budget, helping them find relevant products more efficiently.
Highlights
With Interests, shoppers can describe what they are looking for in everyday language. For example, a user might search for “model building kits and accessories for hobbyist engineers” or “brewing tools and gadgets for coffee lovers.”
Powered by large language models, the system interprets these inputs and translates them into structured search queries, providing more precise recommendations compared to traditional keyword-based searches.
Beyond one-time searches, Interests functions as a continuous personalization tool. It tracks user preferences, notifies shoppers about newly available relevant products, updates them on restocks, and alerts them to deals that match their interests.
This feature is currently available to a limited group of U.S. users through the Amazon Shopping app on iOS and Android and on the mobile website under the “Me” tab. Amazon plans to expand access in the coming months.
AI Integration in Amazon’s Shopping Ecosystem
The introduction of Interests aligns with Amazon’s broader strategy of integrating AI into its shopping platform. The company has already implemented several AI-powered tools, including:
- Rufus: A conversational AI shopping assistant.
- AI Shopping Guides: Personalized recommendations based on user input.
- Review Summaries: AI-generated overviews of customer reviews.
- AI-Generated Product Descriptions: Automated content to improve product listings.
These tools aim to streamline the shopping process and enhance user engagement.
Broader Industry Trends in AI-Powered Shopping
AI-driven personalization is an increasing focus in the e-commerce industry. In addition to Amazon, other companies are also exploring similar innovations.
Google recently enhanced its Shopping tab with “Vision Match,” an AI-powered tool that allows users to describe a garment they envision, generating visually similar product suggestions.
The company has also introduced AI-generated product summaries to improve information accessibility for shoppers.
Meanwhile, Amazon is reportedly testing “Health AI,” a chatbot designed to suggest products, answer health-related queries, and provide general care recommendations.
The Role of AI in Personalized E-Commerce
By leveraging generative AI for search and recommendations, Amazon aims to improve product discovery, simplify the shopping experience, and enhance customer engagement.
As AI-powered personalization continues to evolve, companies are focusing on refining their capabilities to provide more relevant and efficient shopping experiences.
