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Amazon AI Shopping Feature ‘Interests’ Finds Products Tailored to You

Updated: Apr 10


Amazon logo representing the launch of its new AI shopping feature, Interests, which uses large language models to deliver personalized product recommendations based on user interests and natural-language prompts.

Amazon is launching a new AI-powered shopping tool called Interests—a personalized recommendation system built to match users with products based on their unique hobbies and preferences. This new Amazon AI shopping feature uses advanced language models to help users discover new items effortlessly.


In a post on Amazon’s website, Daniel Lloyd, Vice President of Personalization at Amazon, shared how this feature works. He explained:

“Whether you're an avid photographer, a passionate golfer, a music lover, or a football fan, keeping track of new products related to your hobbies can feel overwhelming. Interests changes all that by automatically scanning Amazon's vast inventory to help you quickly find the latest items that fit your passions.”

How Amazon’s AI Shopping Feature Personalizes Your Experience


Interests allows users to create personalized prompts that reflect their unique hobbies, price points, and preferences—whether mainstream or niche. Simply describe what you're looking for, and Interests will do the rest, constantly checking for new products, restocks, and deals that match your criteria.


Example prompts might include:


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

  • “Brewing tools for coffee lovers”

  • “Latest pickleball equipment”


Once your prompt is set, Interests uses AI to continually monitor Amazon’s inventory and send you updates on relevant new items and promotions.


How It Works and Who Has Access


Currently, Interests is available to a select group of U.S. customers through the Amazon app (iOS and Android) and mobile website, with a wider rollout expected soon. If you have access, you’ll find Interests under the “Me” tab in the Amazon Shopping app.


The feature uses large language models (LLMs) to interpret natural-language prompts and translate them into traditional search engine queries—enabling smarter, more relevant recommendations. For example, a prompt like “natural makeup products for a summer glow from top brands” is translated to highlight known brand offerings in that category.


Always On, Always Personalized


Interests constantly works behind the scenes to find new products, ensuring you’re always in the loop with the latest items tailored to your hobbies and needs. This always-on Amazon AI shopping feature ensures users stay up to date with the latest products and deals, tailored precisely to their interests.



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