Amazon Launches AI-Powered “Interests” Feature for Smarter Shopping

Amazon has unveiled a new AI-driven feature called Interests, designed to revolutionize how users discover products that align with their hobbies and passions. Currently available to a select group of customers in the U.S. through the Amazon Shopping app and mobile website, Interests aims to make shopping smarter by helping users stay up-to-date on new releases, restocks, and deals.

With Interests, users can create personalized shopping prompts in natural language, describing exactly what they’re looking for. For example, a user could input a prompt like “feminine, cottage-style home décor under $100” or “the latest pickleball accessories.” The AI then works behind the scenes, scanning Amazon’s vast product catalog to deliver real-time notifications about relevant new items and offers.

Powered by advanced large language models, Interests interprets user input and translates it into actionable search attributes—such as brands, styles, materials, and price ranges—providing tailored product recommendations that go beyond traditional search engines.

To use Interests, simply open the Amazon Shopping app, go to the ‘Me’ tab, and select the ‘Interests’ button. From there, users can create or edit shopping prompts, adjust preferences like color or material, and receive ongoing updates directly in the app.

Interests is part of Amazon’s broader strategy to incorporate AI into the shopping journey. Alongside tools like Rufus, AI Shopping Guides, and Review Highlights, Amazon is integrating generative AI to improve product discovery, simplify product evaluation, and enhance customer confidence. The company plans to expand the feature’s availability to more U.S. customers in the coming months.