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Amazon is continuing to integrate AI into its shopping tools, aiming to drive more purchases by providing a more personalized shopping experience. On Wednesday, the company unveiled a new feature called “Interests,” designed to enhance the search experience by making it more conversational and tailored to individual needs.
With this feature, users can input customized prompts in the search bar that reflect their preferences, interests, and even their budget. For example, someone might search for “model building kits and accessories for hobbyist engineers” or “brewing tools and gadgets for coffee enthusiasts.”
The Interests feature uses large language models (LLMs) to interpret everyday language and convert it into search queries that traditional search engines can process, leading to more accurate and relevant product recommendations.
Moreover, the tool operates continuously in the background, notifying users about new products that align with their interests, as well as providing updates on restocks, new arrivals, and promotions.
Currently, the Interests feature is available to a limited group of users in the U.S., accessible through the Amazon Shopping app on iOS and Android, or on the mobile website under the “Me” tab. Amazon plans to expand this feature to more users in the U.S. in the coming months.
This new addition is a natural step for Amazon as it deepens its integration of AI across its platform. Interests joins a range of other AI-powered features already available, such as the AI shopping assistant Rufus, AI Shopping Guides, review summaries, AI-generated product descriptions, and more.
Other tech companies are also enhancing their shopping experiences with AI. For example, Google recently upgraded its Shopping tab by introducing a “Vision Match” tool that allows users to describe a piece of clothing they’re looking for, with the AI suggesting similar options based on the description. The company has also launched an AI-powered summary tool to provide key product details.
