Amazon’s New AI ‘Interests’ Feature Finds Products Just for You

Amazon has introduced a new AI-powered shopping tool called Interests, designed to help customers discover new products tailored to their specific hobbies, passions, and personal style—without needing to search manually.

Currently available to a limited number of U.S. users in the Amazon mobile app and website, the Interests feature allows customers to describe what they’re looking for using everyday language. Amazon’s AI then works continuously in the background, scanning new inventory and notifying users of relevant items, restocks, and deals.

A Personalized Shopping Assistant—Powered by AI

With Interests, users can create custom prompts such as:

• “Model building kits and accessories for hobbyist engineers and designers”

• “Romantic, playful home décor under $100”

• “Brewing tools and gadgets for coffee lovers”

• It also supports longer prompts like: “I'm looking for wall art to decorate my home. I want something abstract or modern made of black metal, not canvas. Maybe a geometric design, minimalist piece. I'm into industrial-style decor that makes a statement -nothing too traditional or painted.”

The system uses large language models (LLMs) to translate natural language into detailed product search queries, helping surface highly specific product recommendations that match the user’s style, budget, and preferences.

Once a prompt is created, Interests will:

• Auto-save your description

• Continuously scan Amazon’s marketplace

• Notify you when new matching products, restocks, or deals become available

Prompts can be updated at any time by editing product features like color, material, or price range.

How to Access the Feature

• Open the Amazon Shopping app and tap the “Me” tab

• Select “Interests” (if available in your app)

• Tap “Get Started” to create your first personalized prompt

Product updates appear in the Interests tab and across your home feed, keeping recommendations front and center. You can easily manage multiple Interests by creating distinct prompts tailored to your specific passions and priorities.

How It Works Behind the Scenes

Interests relies on LLMs to process open-ended descriptions like “natural makeup for a summer glow from top brands.” The AI identifies keywords, categories, and brand preferences to translate those into actionable search attributes. It then monitors Amazon’s vast inventory to find new or updated listings that match, working continuously to keep recommendations fresh and relevant.

Building a Smarter Shopping Experience

Interests is part of Amazon’s broader effort to integrate generative AI into the shopping journey. It follows other recent innovations such as:

• Rufus, Amazon’s AI shopping assistant

• AI Shopping Guides, which help users explore product categories

• AI-generated Review Highlights, which summarize customer feedback

All are designed to make shopping more personalized, intuitive, and enjoyable—especially for customers with specific needs or niche interests.

What This Means

Amazon’s Interests feature marks a deeper shift in how consumers will discover products. Instead of searching with exact terms, users can now describe what they want in their own words—and let AI handle the rest. For hobbyists, collectors, and style-conscious shoppers, this could dramatically simplify the way they find relevant, curated products.

As Amazon continues to layer AI across its platform, product discovery becomes less about search and more about anticipation—with AI acting as a digital personal shopper who learns and adapts to your tastes over time.

While currently in limited release, Interests is expected to roll out more broadly in the coming months.

These shifts also echo recent findings from Conversica’s AI & Customer Experience Report, which revealed that nearly 60% of buyers prefer AI interactions early in the buying journey. From sales funnels to everyday shopping, consumers are increasingly turning to AI for faster, more personalized experiences—signaling a larger movement toward automation as a trusted guide in modern commerce.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.