Amazon Unveils AI-Powered "Interests" Feature to Transform Online Shopping Experience

Amazon is revolutionizing how customers discover products by launching a new AI feature called "Interests" that makes shopping more conversational and personalized. This latest addition to Amazon's growing AI toolkit allows users to search using natural language, describing exactly what they're looking for in their own words.

How the New Feature Works

The Interests feature lets customers type detailed, conversational queries into Amazon's search bar. Instead of searching for generic terms like "coffee equipment," users can now ask for specific items like "brewing tools and gadgets for coffee lovers" or "model building kits and accessories for hobbyist engineers."

Key capabilities include:

• Smart translation: Uses large language models to convert everyday language into searchable queries
• Proactive notifications: Alerts users when new items matching their interests become available
• Ongoing updates: Provides information about restocks, deals, and relevant product launches

Limited Rollout with Expansion Plans

Currently, the Interests feature is available only to select users in the U.S. through the Amazon Shopping app on iOS and Android devices, as well as the mobile website under the "Me" tab. Amazon plans to expand access to more customers across the U.S. in the coming months.

Part of Amazon's Broader AI Strategy

This new feature joins Amazon's expanding collection of AI-powered shopping tools, including the Rufus AI shopping assistant, AI Shopping Guides, and AI-generated review summaries. These innovations reflect Amazon's commitment to using artificial intelligence to encourage more customer purchases and improve the overall shopping experience.

The competition is heating up, with Google recently launching similar AI features like Vision Match and AI summary tools for their Shopping tab.

As AI continues reshaping e-commerce, Amazon's Interests feature represents a significant step toward making online shopping feel more like having a conversation with a knowledgeable store associate.

🔗 Full Article on TechCrunch