Amazon Launches AI Tool to Personalise Shopping Experience

Amazon has introduced Interests, an AI-powered feature designed to enhance personalised shopping experiences. It works by continuously scanning Amazon’s vast online store to identify and notify users about new products that match their specified interests and preferences. Users can create detailed prompts describing their passions or specific product desires, such as "brewing tools and gadgets for coffee lovers", and the feature will proactively alert them to relevant new items, restocks and deals. At present, Interests is available to a select group of US customers via the Amazon Shopping app and mobile website, with plans for wider availability in the coming months.

What This Means for Amazon and Brands

• The system gets smarter
  Every time a user shares their interests, it trains Amazon’s AI to better understand shopping preferences and patterns. This makes the targeting more accurate over time.
  
  

• Improved personalisation benefits Amazon
  More precise recommendations lead to better engagement, higher click-through rates, more conversions, and stronger customer loyalty.
  
  

• Greater visibility for brands
  Smaller or niche sellers have more opportunities to be discovered by shoppers whose interests align with their products, even without direct search.
  
  

• Deeper understanding of customer intent
  Amazon already tracks what people buy. Now, it also learns why they’re interested. This opens up new opportunities for prediction, product placement, and marketing strategies.
  
  

Examples of How Interests Might Be Used

Coffee Enthusiast

• A user enters “coffee brewing gadgets for at-home baristas”.

• Amazon begins to show them the latest grinders, pour-over kits or even limited edition coffee beans, without the user needing to search for them.

Parent of a Toddler

• They add an interest such as “educational toys for 2-year-olds”.

• Amazon suggests new learning toys, book bundles and child-friendly tech products tailored to that specific need.

Fashion and Style Watchers

• A shopper lists “minimalist streetwear” as an interest.

• They receive curated alerts on fresh drops from relevant brands or up-and-coming designers within that style category.

Amazon’s Interests feature taps into what users genuinely care about in order to provide more personalised and proactive recommendations. It improves Amazon’s AI capabilities, helps brands become more discoverable and offers shoppers a smarter, more tailored experience, while also allowing Amazon to gain deeper insights into customer intent and desire.