Photo by Yender Gonzalez on Unsplash
Amazon is taking online shopping personalization to the next level with the launch of Interests, a new AI-driven feature designed to tailor product suggestions based on individual preferences and hobbies.
Announced in a blog post on Wednesday, Interests leverages generative AI to help shoppers discover relevant products effortlessly. Whether you’re a sports fan, a photography enthusiast, or a home decor aficionado, the AI assistant refines search results to match your passions. For example, an NFL fan may see recommendations for football jerseys and collectibles, while a coffee lover might be presented with the latest brewing gadgets.
Unlike traditional recommendation engines, this feature operates dynamically in the background, continuously learning from user behavior to refine its suggestions. It also supports conversational search, meaning users can enter queries in natural language—such as “best accessories for hiking enthusiasts”—and receive curated results aligned with their needs and price range.
Amazon’s rollout of Interests is part of its broader AI expansion, which includes enhancements to Alexa, AI-generated review summaries, and the evolution of Rufus, its existing AI shopping assistant. As major tech companies push toward more intelligent and intuitive AI systems, Amazon is positioning itself at the forefront of innovation in e-commerce.
However, some industry experts remain skeptical about how revolutionary this feature truly is. Forrester analyst Sucharita Kodali suggests that Interests may simply be an evolution of existing recommendation engines, now with a more polished interface and preference customization.
The launch coincides with Amazon’s Spring Sale, where shoppers can find discounts across electronics, home goods, and daily essentials. Currently, Interests is available to a limited group of U.S. customers on the Amazon Shopping app and mobile website, with plans to expand in the coming months. Early-access users can find the feature under the “Me” tab in the Amazon app.
