Dive Brief:
- Amazon added its Interests feature to a small subset of U.S. app and mobile users, the company announced last week. Shoppers can enter custom prompts into the AI-based tool to find products for their passions and hobbies.
- Users can use everyday language to set various preferences, such as price limits. The tool then scans Amazon’s store and notifies shoppers of relevant products, available items, restocks and deals.
- Customers who have access to the Interests feature can find it under the “Me” tab in Amazon’s app. The tool will roll out to the rest of U.S. shoppers in the coming months, according to Amazon.
Dive Insight:
Amazon’s latest AI tool offers another layer of customer support in the shopping journey. To help customers find exactly what they need, Interests introduces new products to users faster by constantly checking Amazon’s inventory. Interests’ prompts and the products the tool finds auto-saves to the platform with updates once new, related items are found.
Amazon offered the example of the prompt “travel-friendly skincare products from premium brands.” The tool turns “premium brands” into specific items from the skin care category to gather relevant product recommendations. Customers can continuously update their prompt and create multiple for different search needs.
Amazon is regularly continuing to deploy AI to make its devices and shopping tools smarter. In February, Amazon upgraded its personal assistant tool to Alexa+ with generative AI. The device is programmed to complete more consumer-facing tasks with automation. Last year, Amazon also curated shopping guides with AI for customers to help with the search experience
