Amazon is doubling down on its AI-powered retail strategy with the launch of a new feature called “Interests.” Designed to make shopping more personal, intuitive, and conversational. Announced on Wednesday, the feature aims to help customers find products that align more closely with their hobbies, preferences, and budgets. All by simply using natural language.
With Interests, users no longer need to enter rigid keywords into the search bar. Instead, they can type personalized prompts like “model building kits for hobbyist engineers” or “brewing gadgets for coffee lovers.” The AI then interprets these prompts using large language models (LLMs), converting them into more accurate product queries. As a result, shoppers are shown items that better match what they’re truly looking for.
This tool isn’t just a one-time search enhancer. It keeps working behind the scenes. Once users share their interests, the feature will automatically alert them when matching products become available. When items are restocked, or when there are new deals tied to their interests. In short, Amazon’s AI shopping feature acts as a smart, always-on product scout.
For now, Interests is only available to a limited number of U.S. users. It can be accessed through the Amazon Shopping app on iOS and Android or via the mobile website under the “Me” tab. However, Amazon plans to roll it out to a wider audience across the U.S. in the coming months.
The Interests feature is the latest in a growing lineup of AI tools Amazon has baked into its shopping experience. Earlier additions include Rufus, the company’s AI shopping assistant; AI Shopping Guides that help users discover items based on their goals; and review summaries that instantly pull key feedback from customers. Amazon is also using generative AI to create product descriptions and summaries that make listings easier to digest.
This broader AI strategy reflects Amazon’s effort to stay ahead in a competitive market where tech-fueled convenience is key to driving sales. The shift to AI-powered shopping isn’t unique to Amazon either.
Rival companies are also rolling out similar features to enhance the customer journey. For instance, Google recently updated its Shopping tab with Vision Match. A tool that lets users describe the clothing style they have in mind. The AI then suggests products that fit that vision. Google also added a product summary feature powered by generative AI, helping users quickly understand item details without reading through dozens of reviews.
As e-commerce giants like Amazon and Google invest heavily in AI, the online shopping experience is becoming smarter and more customized. With Interests, Amazon’s AI shopping feature marks another step in transforming how people browse and buy — turning casual curiosity into intentional purchases.
