Shopping on Amazon can be difficult, especially if you don’t know exactly what you want to buy. But with an interesting new feature, the retailing giant is actually putting AI to good use.
Interests Helps You Find New Items You Might Want
Interests uses AI to help scan for new inventory that’s been added to Amazon to help locate items you might want to purchase.
Amazon describes more about how Interests works:
With Interests, you can create personalized shopping prompts tailored to your interests, price limits, and preferences, from mainstream to niche, using everyday language. Simply describe what you’re looking for, from “Model building kits and accessories for hobbyist engineers and designers” or “Brewing tools and gadgets for coffee lovers” to “The latest pickleball gear and accessories.” Once you’ve created your prompt, Interests will do the work for you, continuously scanning Amazon’s store and proactively notifying you about newly available and relevant products, restocks, and deals that align with your interests.
Interests use AI to translate everyday language into queries and attributes that search engines can then turn into product recommendations. You will receive a notification if any type of update is found.
The feature is currently available to a few Amazon users on the iPhone and Android app and mobile site. To see if you have access to the feature, you’ll see Interests when tapping the Me tab in the Amazon shopping app. It will roll out to the rest of the United States “in the coming months,” according to Amazon.
Sure, AI seems to be added to anything and everything these days, but Interests actually seems like a useful way to help you better find what you want from Amazon. Instead of having to spend unwanted time trying to find something, you can simply create an Interest and then let the AI do the rest of the hard work. While I don’t have access to the feature yet, I can’t wait to try it out once it becomes more widely available.
As you probably know, Interests isn’t the first time Amazon has rolled out AI shopping tools. One of the most well known is Rufus. The shopping assistant is trained on product listings, reviews, and Q&As to give you more detailed information about Amazon products. While it has gotten a bad rap, Rufus is probably more useful than you realize. It can help you learn before you buy, make better choices between similar products, and learn before you buy.
Amazon is also banking on AI to improve the popular Alexa voice assistant in its Echo speaker lineup. Alexa+ was introduced in February 2025 and will start rolling out to some users soon.
