Amazon's AI Shopping Revolution: How "Interests" Makes Online Shopping Smarter

Amazon's AI Shopping Revolution: How "Interests" Makes Online Shopping Smarter

Amazon just launched its most conversational shopping tool yet. The retail giant's new "Interests" feature transforms how customers search for products by letting them describe exactly what they want in plain English, then uses AI to deliver personalized results.

Instead of typing "coffee grinder," shoppers can now search for "brewing tools and gadgets for coffee lovers" or "model building kits and accessories for hobbyist engineers." The system uses large language models to understand natural language and convert it into relevant product suggestions.

What Makes Interests Different

The feature goes beyond one-time searches. It continuously monitors your preferences and sends notifications when new items matching your interests become available, plus updates on restocks and deals. Currently available to select U.S. users through the Amazon Shopping app and mobile website under the "Me" tab.

Amazon's Broader AI Shopping Strategy

Interests joins Amazon's growing collection of AI-powered tools:

• Rufus AI shopping assistant
• AI Shopping Guides for product recommendations
• Review summaries that highlight key insights
• AI-generated product information for better search results

The Competition Heats Up

Amazon isn't alone in this AI shopping race. Google recently upgraded its Shopping tab with Vision Match, which lets users describe clothing items they envision, and launched an AI summary tool for product information.

The move signals a major shift toward more intuitive, conversational e-commerce experiences. As AI continues reshaping online shopping, expect more retailers to follow Amazon's lead in making product discovery feel less like searching and more like having a conversation with a knowledgeable assistant.

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