Amazon launches AI tool to enhance shopping experience

In early 2025, Amazon unveiled a new feature named Interests, available to a limited number of shoppers in the United States. This feature leverages artificial intelligence to recommend products based on user interests by transforming everyday language into search queries that conventional search engines can process. By utilizing large language models, Amazon aims to streamline the shopping experience for users, making it both efficient and user-friendly. The new AI-driven shopping tool is accessed through the Amazon Shopping app's 'Me' tab, indicating a focus on integrating advanced technology into the current shopping framework. Previously, Amazon had introduced similar AI initiatives such as its shopping assistant Rufus and AI Shopping Guides in 2024, showing a consistent effort to enhance user experience through technological innovations. Amazon's Chief Executive Officer, Andy Jassy, emphasized the company's broader application of generative AI across its retail operations, suggesting a major shift in how they approach product recommendations and customer support. These advancements are part of Amazon's strategy to maintain its competitive edge in the rapidly evolving e-commerce landscape, especially as consumer preferences continue to evolve towards personalized shopping experiences. Overall, with the launch of the Interests feature, Amazon is on a path to potentially transform online shopping by employing AI solutions that not only improve product discovery but also enhance consumer satisfaction. The company intends to extend the availability of this tool to all shoppers in the U.S. within the upcoming months, aligning with its goals to remain at the forefront of innovative retail solutions and to enrich the shopping journey for its users.