Amazon is stepping up its AI-powered shopping experience with the introduction of a new tool called Interests. Announced on Wednesday, this generative AI feature is designed to provide highly personalized product recommendations based on users' browsing and purchase history.

The AI tool continuously operates in the background, identifying shoppers’ preferences and suggesting relevant products. Whether you are an NFL fan looking for new team apparel, an avid golfer in need of equipment, or a photography enthusiast searching for the latest gear, Interests tailors recommendations to your lifestyle. Users can also interact with the AI using natural language queries like “brewing tools and gadgets for coffee lovers”, allowing it to scan Amazon’s catalog and curate results based on preferences and price limits.

Currently, Interests is being tested with a limited group of U.S. customers via the Amazon Shopping app and mobile website. Users with early access can find it under the “Me” tab in the app, with Amazon planning a broader rollout in the coming months.

This latest AI-driven feature is part of Amazon’s broader push to enhance the shopping experience through artificial intelligence. It follows upgrades like a more conversational Alexa, AI-generated review summaries, and improvements to Rufus, Amazon’s existing AI-powered shopping assistant. The move aligns with the industry trend of developing AI systems that act as true digital assistants, making shopping more intuitive and seamless.

However, some analysts remain skeptical. Sucharita Kodali, a retail analyst at Forrester, suggests that Interests may not be a groundbreaking innovation but rather an enhanced version of existing recommendation engines used in e-commerce for years. “It sounds to me like just another recommendation engine with a preference center layer,” Kodali noted. “Maybe there’s a prettier user interface, but it doesn’t sound that different from what e-commerce platforms have been doing for decades.”

The announcement also comes as Amazon kicks off its Spring Sale, offering discounts on electronics, home essentials, and more until March 31. With AI-driven recommendations becoming more sophisticated, shoppers can expect a more personalized and efficient browsing experience in the future.

Stay tuned as Amazon continues to refine AI-powered shopping and expands access to Interests for a broader audience.