Amazon is testing a new artificial intelligence (AI) feature called “Interests,” designed to enhance the online shopping experience by providing personalised product recommendations based on users’ specific interests. This beta feature is currently available to a select group of U.S. customers on Amazon’s app and mobile website, with plans for a broader rollout in the future.

How “Interests” Works

The “Interests” tool allows users to input prompts in everyday language, such as “brewing tools and gadgets for coffee lovers.” Utilising large language models (LLMs), the AI processes these prompts to scan Amazon’s vast product catalogue and surface relevant items that match the user’s expressed interests. Additionally, the feature can notify users about new products aligned with their preferences, keeping them informed about the latest offerings.

Industry Implications

The introduction of “interests” offers several advantages:

Enhanced Personalisation: By interpreting natural language prompts, the AI can deliver more tailored recommendations, improving the relevance of product suggestions and potentially increasing customer satisfaction and loyalty.​

Improved User Engagement: Personalised recommendations can make the shopping experience more engaging, encouraging users to explore a wider range of products and categories.​

Competitive Edge: As major tech companies increasingly integrate AI into their services, features like “Interests” position Amazon to maintain and strengthen its leadership in the e-commerce space.

Lessons for Retailers Exploring AI Integration

Amazon’s development of the “Interests” feature provides valuable insights for other retailers considering AI adoption:​

Invest in AI Capabilities: Leveraging AI to understand and predict consumer preferences can lead to more effective personalisation strategies, enhancing the overall customer experience.

Focus on Natural Language Processing: Enabling customers to interact with AI tools using everyday language can make these features more accessible and user-friendly, reducing barriers to adoption.​

Monitor and Adapt to User Feedback: Launching AI features in beta allows for the collection of user feedback, which can inform refinements and improvements before a full-scale rollout.​

Stay Informed About Industry Trends: As AI technology evolves, staying updated on advancements and competitor initiatives can help retailers identify opportunities and threats in the market.

By thoughtfully integrating AI into the shopping experience, retailers can offer more personalised and engaging interactions, fostering stronger connections with their customers and staying competitive in a rapidly evolving digital landscape.