Amazon is rolling out a new AI feature called “Interests” that personalizes how people search for products.
The tool lets customers type more natural, detailed prompts into the search bar—like “model kits for hobbyist engineers” or “coffee brewing gadgets under $50.” The goal is to make search feel more conversational and useful.
“Interests” uses large language models (LLMs) to turn casual language into smart product searches. Behind the scenes, it also keeps track of your preferences and sends updates when new or related products pop up—like restocks, deals, or new arrivals.
Right now, the feature is available to a limited number of users in the U.S. through the Amazon Shopping app (on both iOS and Android) and the mobile website under the “Me” tab. Amazon says more users will get access in the coming months.
A Bigger Push Toward AI in Shopping
“Interests” is part of Amazon’s growing focus on generative AI. It joins other tools like:
- Rufus, Amazon’s AI shopping assistant
- AI Shopping Guides
- AI-generated review summaries
- Auto-generated product descriptions
These features are all designed to make shopping faster, smarter, and more personalized.
Amazon isn’t the only one going this route. Google recently updated its Shopping tab with new AI tools, including:
- Vision Match, which lets users describe a clothing item and find similar results
- AI summaries to simplify product research
As AI continues to evolve, more companies are likely to follow, aiming to improve the shopping experience through smarter, more intuitive tools.
