Amazon rolls out its new AI-powered “Interests” shopping feature to select U.S. customers, promising to revolutionize online shopping, while simultaneously raising questions about the growing influence of artificial intelligence in daily consumer activities.
Key Insights
- Amazon’s new “Interests” AI feature translates everyday language into precise search queries to deliver personalized product recommendations based on individual preferences.
- The tool proactively notifies users about new products, restocks, and deals that match their specified interests.
- Currently in beta testing with select U.S. customers, Amazon plans to expand the feature nationwide in coming months.
- This launch is part of Amazon’s broader AI integration strategy that includes about 1,000 generative AI applications across retail, healthcare, cloud computing, and devices.
- Amazon generated $638 billion in net sales in 2024, an 11% increase from the previous year, with its market value standing at approximately $2.13 trillion.
AI-Powered Personalization Comes to Amazon Shopping
Amazon has introduced a new AI-powered feature called “Interests” that aims to transform how customers discover products on the platform. Currently available to a limited number of U.S. shoppers, the feature can be accessed through the “Me” tab in the Amazon Shopping app on iOS and Android devices, as well as on the mobile website. Using sophisticated large language models (LLMs), the tool interprets conversational search queries to deliver highly personalized product recommendations that match individual preferences with unprecedented accuracy.
The new feature allows shoppers to describe their interests in natural language, such as “coffee brewing gadgets” or “latest pickleball accessories,” rather than using traditional search terms. The AI then translates these conversational descriptions into detailed search parameters that traditional search engines can process. This translation capability bridges the gap between how consumers naturally express their interests and how e-commerce search engines traditionally operate, enabling more relevant results.
Proactive Shopping Assistance
What sets “Interests” apart from conventional search features is its proactive approach to shopping assistance. The tool constantly scans Amazon’s vast inventory to identify new products, restocks, and deals that align with each user’s specified interests. Customers receive timely notifications about items they might want to purchase, eliminating the need for repetitive manual searches. This continuous monitoring capability keeps shoppers informed about relevant products without requiring them to actively check for updates.
“Interests leverages large language models (LLMs) to convert everyday language into queries that traditional search engines can understand, resulting in more relevant product suggestions.” – Amazon
Amazon’s approach goes beyond reactive search to create a more dynamic shopping experience that anticipates customer needs. The company describes the tool as “continuously scanning Amazon’s store and proactively notifying you about newly available and relevant products, restocks, and deals.” By integrating AI into the core shopping experience, Amazon aims to reduce friction in the purchase journey while exposing customers to more products they might find appealing.
Part of Amazon’s Broader AI Strategy
The “Interests” feature is just one component of Amazon’s comprehensive AI integration strategy. Under CEO Andy Jassy’s leadership, the company is developing approximately 1,000 generative AI applications across its various business segments. These initiatives span retail, cloud computing, devices, and healthcare sectors. Other AI-powered shopping tools include Rufus (an AI shopping assistant), AI Shopping Guides, and AI-generated product information.
“We are collecting feedback from customers, and plan to introduce new features to enhance the experience in the future.” – Amazon spokesperson
Beyond retail, Amazon is also testing Health AI, a chatbot providing health and wellness information with some responses marked as “clinically verified” by licensed clinicians. The company’s AWS cloud division offers a business chatbot called Q, and Amazon is developing Alexa+, an enhanced version of its digital assistant featuring generative AI capabilities. These developments demonstrate Amazon’s commitment to positioning itself at the forefront of the AI revolution across multiple consumer touchpoints.
Future Expansion Plans
While “Interests” is currently available to only a subset of U.S. shoppers, Amazon has confirmed plans to expand the feature to all U.S. users in the coming months. The company is actively collecting user feedback to refine and enhance the AI capabilities before the broader rollout. This incremental approach allows Amazon to test consumer reactions and make necessary adjustments before committing to a full-scale deployment.
“Amazon continues to infuse AI into its shopping tools to encourage customers to make more purchases.” – Amazon
The introduction of “Interests” comes as other major retailers are also embracing AI to enhance their shopping experiences. Google, for example, has launched “Vision Match” and an AI summary tool for product information. This trend toward AI-assisted shopping represents a significant shift in how consumers discover and purchase products online, with potential long-term implications for retail business models and consumer behavior patterns across the industry.
Sources:
- Amazon is testing shopping, health assistants as it pushes deeper into generative AI
- Amazon launches personalized shopping prompts as part of its generative AI push
