Amazon launches Interests AI to provide personal shopping recommendations
Amazon has unveiled its Interests AI, a smart companion that automatically searches for new products based on user descriptions of what interests them.
The Interests AI is based on a large language model optimized to turn descriptive user prompts into product searches. The scope of the products found can be limited by multi-sentence descriptions of what one desires. This can also include specific colors, price ranges, and design elements.
Multiple prompts can be created. Each prompt can be updated with new requirements and descriptions of what one wants to find on Amazon. The AI operates 24/7 to find new products on Amazon related to the prompts, then alerts the user to the new finds, eliminating much manual searching.
Readers interested in trying out the Amazon Interests AI can launch the Amazon app on their smartphones or visit the Amazon website on their mobile web browsers. Tap the “Me” tab in the Amazon Shopping app to see if the “Interests” feature has been made available. A subset of US customers will have access immediately, while the remainder will gain access in the upcoming months.
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Amazon’s AI-powered ‘Interests’ feature automatically finds new products that match your passions and hobbies
AI feature works on your behalf to constantly watch out for new products in Amazon’s store that match your interests.
Amazon’s AI-powered ‘Interests’ feature automatically finds new products that match your passions and hobbies
Written by Daniel Lloyd, Vice President of Personalization at Amazon
Last updated: March 26, 2025
3 min read
Whether you're a photography enthusiast who always wants the best new gear, a golfer hooked on the latest equipment, a music lover who enjoys fresh merch from your favorite artists, or a football fan looking for new gameday gear, staying on top of new products related to your interests can sometimes feel like a part-time job. Enter Amazon’s newest AI-powered feature, Interests, which transforms how you discover and shop for products related to your passions by constantly checking new inventory that’s been added to Amazon’s vast online store to help you quickly and easily find new items you might want.
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With Interests, you can create personalized shopping prompts tailored to your interests, price limits, and preferences, from mainstream to niche, using everyday language. Simply describe what you're looking for, from "Model building kits and accessories for hobbyist engineers and designers” or “Brewing tools and gadgets for coffee lovers” to “The latest pickleball gear and accessories.” You can also use longer prompts to hone in on specific needs 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.” Once you've created your prompt, Interests will do the work for you, continuously scanning Amazon’s store and proactively notifying you about newly available and relevant products, restocks, and deals that align with your interests.
Interests is currently available to a small subset of U.S. customers in our U.S. app (iOS and Android) and mobile website, and we look forward to rolling it out to the rest of U.S. customers in the coming months. You’ll know if you have the Interests feature if you see “Interests” when you tap the “Me” tab in the Amazon Shopping app.
How to use Interests
1. Opening Interests: Open the Amazon Shopping app and tap the 'Me' tab, then tap the ‘Interests’ button.
Amazon AI-powered Interest step 1
2. Create new Interests: On the Interests page, tap the ‘Get Started’ button and enter a detailed description of what you're looking for, such as "Innovative kitchen tools and cookbooks to level up my cooking.” These descriptive prompts allow Interests to surface the products that best match your specific shopping needs. You can create multiple prompts for your different Interests and needs.
Amazon AI-powered Interests feature step 2
3. Let Interests do the work behind the scenes: Once your Interest Prompt is created it will auto-save, and you will see updates when new items matching your Interest prompt are available via the ‘Interests’ button and widget in the ‘Me’ tab, as well as via the Homepage feed.
Amazon AI-powered Interests feature step 3
4. Update your Interests prompt: On the Interests page, find the Interests prompt you would like and tap the ‘pencil’ icon to edit your prompt to better describe the products you are looking for. You can describe product features such as color or material, or the price range you are interested in. For example, you could edit “I am looking for feminine energy and aesthetic in home décor” and add “Something that is romantic, soft, delicate and playful or cottage-like whimsy home goods, under $100”. Once done, press “Update” to save your changes and see the results.
Amazon AI-powered Interests feature step 4
How Interests works
Interests uses large language models (LLMs) to automatically translate everyday language into queries and attributes that traditional search engines can process and turn into product recommendations. For example, for "travel-friendly skincare products from premium brands," Interests utilizes the LLM’s world knowledge to translate “premium brands” into specific brands in the skincare category to make relevant recommendations. Interests works around the clock to find any new items that match your prompt, and it notifies you on any noteworthy updates.
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Continuing to make shopping faster, easier, and more enjoyable with AI
Interests is one of the many ways we’re using AI to make shopping faster, easier, and more fun. Amazon is innovating in generative AI capabilities like Rufus, AI Shopping Guides, and review highlights that simplify product discovery and evaluation, automate finding new products, and build shopping confidence. We’ll continue to look for ways to enhance our shopping experience, making it more convenient and enjoyable for customers.
