Amazon's New AI Shopping Tool: How "Interests" Makes Product Discovery More Personal

Amazon's New AI Shopping Tool: How "Interests" Makes Product Discovery More Personal

Amazon is transforming how customers shop with its latest AI feature called "Interests," designed to make product searches more conversational and personalized. This new tool allows shoppers to describe what they want in natural language, like "brewing tools and gadgets for coffee lovers" or "model building kits for hobbyist engineers."

How Amazon Interests Works

The feature uses large language models (LLMs) to translate everyday language into search queries that Amazon's system can understand. Instead of typing specific product names, customers can now express their interests, preferences, and even budget constraints in the search bar.

Key features include:

• Continuous monitoring: The tool runs in the background, alerting users when new matching products become available
• Real-time updates: Notifications about restocks, deals, and relevant product launches
• Personalized recommendations: Suggestions based on individual shopping patterns and stated interests

Limited Rollout with Expansion Plans

Currently, Interests is available to select U.S. users through the Amazon Shopping app on iOS and Android, plus the mobile website's "Me" tab. Amazon announced plans to expand access to more U.S. customers in the coming months.

Part of Amazon's Broader AI Strategy

This launch adds to Amazon's growing collection of AI shopping tools, including the Rufus shopping assistant, AI Shopping Guides, and AI-generated review summaries. The company is clearly betting that conversational AI will drive more purchases by making product discovery easier and more intuitive.

Amazon isn't alone in this push—Google has also enhanced its Shopping tab with Vision Match and AI summary tools to help shoppers find products through natural language descriptions.

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