Amazon's New AI Shopping Feature Makes Finding Products More Personal

Amazon's New AI Shopping Feature Makes Finding Products More Personal

Amazon is rolling out a groundbreaking feature that transforms how customers search for products. The company's new "Interests" tool uses artificial intelligence to understand natural language queries and deliver personalized shopping recommendations.

Instead of typing generic product names, shoppers can now enter detailed descriptions like "model building kits and accessories for hobbyist engineers" or "brewing tools and gadgets for coffee lovers." The AI system converts these conversational prompts into targeted search results that match specific interests and budgets.

What Makes Interests Different

The feature goes beyond basic search by actively monitoring for new products that match your preferences. Users receive notifications about relevant items, restocks, and deals automatically. This continuous background service means you won't miss out on products that align with your hobbies or needs.

Currently available to select U.S. users through the Amazon Shopping app and mobile website, Interests appears under the "Me" tab. Amazon plans to expand access to more customers in the coming months.

Key Benefits for Shoppers

• Natural language search: Ask for what you want in plain English instead of guessing keywords
• Personalized notifications: Get alerts when matching products become available or go on sale
• Budget awareness: Include price preferences in your search prompts
• Continuous monitoring: The AI works in the background to find new relevant items

The Bigger AI Shopping Picture

This launch builds on Amazon's existing AI features, including the Rufus shopping assistant, AI Shopping Guides, and automated review summaries. The company is clearly positioning itself as the leader in AI-powered commerce.

Other retailers are following suit. Google recently introduced its own Vision Match tool that helps shoppers describe clothing they envision, while also launching AI summary tools for product information.

The shift toward conversational shopping represents a major evolution in e-commerce, making product discovery more intuitive and personalized than ever before.

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