Amazon's AI Just Got Smarter, More Predictive And More Personal
Amazon makes another push into AI powered retail with the launch of a new predictive, personalized ... More product feature.
Amazon is once again boosting its AI-powered shopping experience. On Wednesday, the Company launched its "Interests" solution, a generative AI feature designed to refine product discovery in real-time. The service represents Amazon's latest push to personalize online shopping at scale using AI.
"Interests is a new feature currently available in beta to a small subset of U.S. customers in our U.S. app (iOS and Android) and mobile website," an Amazon spokesperson confirmed in an email exchange.
"Interests is a generative-AI feature that works on your behalf to constantly watch out for new products in Amazon's store that match your passions and hobbies. Interests uses large language models to automatically translate everyday language into queries and attributes that traditional search engines can process and turn into product recommendations. We're testing and honing Interests to see what works best for customers."
How the Amazon Interests feature appears on mobile devices.
The Interests feature acts as an automated personal shopper, using LLMs to interpret user preferences and deliver ongoing, dynamic recommendations as Amazon has new product listings created and uploaded daily. It builds on Amazon's broader AI shopping ecosystem, working in tandem with Rufus, the company's AI-powered shopping assistant that came online in September.
While Rufus is designed to provide real-time answers about product specs, comparisons and recommendations — Interests steps in as a proactive discovery tool. It monitors user-defined "Interest Prompts" and continuously updates recommendations based on perceived shifts in customer preferences and available offerings.
The Amazon email further stated that ads which run in the online store are not yet integrated into the Interests model as the system is currently focused on organic product discovery.
The Company message explained that Interests is an evolution of recommendation engines, enabling consumers to refine their shopping guidance without manually entering a search on every visit — as the Interests AI is always scanning based on details the consumer entered in an initial Interest Prompt.
Users can adjust their Interest Prompts at any time by tapping the 'pencil' icon to add, remove or modify their product description.
For instance, a user might enter a prompt such as, "The latest pickleball gear and accessories, don't show me backpacks." Interests will then tailor product recommendations accordingly as new inventory comes in and other products discontinue or stockout. This iterative approach enables buyers to finetune results over time.
Amazon's use of generative AI curated product suggestions signals growth in a broader trend — predictive, personalized commerce. AI is moving from funny meme creation and meal preparation tips into driving customer engagement and conversion rates by reducing friction at the point of sale with enhanced AI product discovery.
The Company added that Interests is not a standalone experiment as it fits into a growing suite of AI tools designed to further streamline online shopping. With Rufus handling product inquiries and Interests curating recommendations, Amazon is positioning itself at the forefront of AI-driven retail.
Interests will likely undergo tweaks based on user feedback and engagement levels. While Amazon has not announced its fully planned rollout schedule for the new feature, its reasonable to expect results from the testing phase will dictate launch timelines based on what shoppers like and dislike about the service.
The Interests feature represents a shift toward AI powered product curation, where discovery is not just driven by what customers search for — but rather what the AI model predicts a buyer might want next.
If successful, this latest advance in AI driven retail could redefine the way consumers interact with e-commerce platforms — making shopping more intuitive and even more of a no-brainer for humans. Whether or not that's a good thing remains to be seen.
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