As Amazon held its pre-Prime Day Big Spring Sale for 2025 in March, the online retail giant also detailed a new artificial intelligence (AI)-powered feature it is testing with shoppers: Amazon Interests.

Interests follows other AI launches for Amazon, including agentic Alexa+ features. In addition, it has debuted its Amelia assistant for marketplace sellers and its shopper-target Rufus assistant.

However, Interests distinguishes itself as a customizable way for Amazon customers to request ongoing updates when products associated with their prompts are available.

How Amazon Interests works

Amazon Interests example | Image credit: Amazon.com

“With Interests, you can create personalized shopping prompts tailored to your interests, price limits, and preferences, from mainstream to niche, using everyday language,” explained Daniel Lloyd, vice president of personalization at Amazon, announcing Interests. “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.'”

Alternatively, users can add descriptions, styles and other details related to what they want to find. Amazon Interests will then use that natural language input to find matches.

“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,” Lloyd wrote.

Who can use Amazon Interests?

For the time being, Amazon has only made Interests available to select U.S. customers. It appears in Amazon’s U.S. app on iOS and Android devices, as well as on its mobile website. A wider rollout to U.S. customers is planned for “the coming months,” according to Lloyd.

Within Amazon’s mobile shopping experiences, users who do have access will see Interests as a selection on their Me tab.

After they enter prompts, Amazon Interests uses large language models (LLMs) to break down requests. It then processes those requests through search engines that return them as recommendations and alerts.

Amazon’s use of AI

Amazon’s approach to using Interests to produce proactive recommendations is part of a larger ecommerce trend in 2025 to keep AI tools working behind the scenes for users, based on input and past behavior. This can be seen in agentic commerce, which Amazon is using through its Alexa+ features to empower software to make decisions for customers and shop on their behalf based on preferences and permissions.

Interests is one piece in the company’s broader portfolio of AI services where its natural language and search capabilities will be put on display without the added agentic shopping capability, at least for now.

Lloyd wrote that Amazon will “continue to look for ways to enhance” its shopping experience. Its focus, he said, will be on solutions that make it “more convenient and enjoyable for customers.”

Do you rank in our databases? 

Submit your data and we’ll see where you fit in our next ranking update.

Sign up

Stay on top of the latest developments in the online retail industry. Sign up for a complimentary subscription to Digital Commerce 360 Retail News. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube. Be the first to know when Digital Commerce 360 publishes news content.