Imagine shopping on Amazon and receiving real-time, intelligent recommendations not just based on your recent searches or past purchases, but based on your passions, hobbies, and lifestyle. Whether you’re into photography gear, football collectibles, sustainable home décor, or minimalist art Amazon’s new AI-powered Interests feature has introduced a game-changing approach to online shopping.

Launched in early 2025, this feature is being rolled out to U.S. customers to transform product discovery from keyword-based search to intent-driven personalization powered by large language models (LLMs).

In this in-depth guide, we’ll explore:

• What Amazon’s Interests feature is and how it works

• How customers can set it up and personalize it

• How AI and LLMs power this technology

• Benefits for shoppers and potential use for sellers

• What this means for the future of e-commerce

1. What Is Amazon’s Interests Feature?

Amazon Interests is a personalized shopping assistant integrated into the Amazon Shopping app (iOS & Android) and mobile web. It enables users to set custom prompts describing their interests anything from “eco-friendly tech gadgets” to “romantic cottagecore home décor under $100” and then automatically curates product suggestions based on those inputs.

This isn’t just another version of Amazon’s traditional recommendation engine. It’s a smart, evolving feature that uses AI models to interpret human language, identify product attributes, and deliver curated, up-to-date recommendations that evolve with inventory updates.

2. How to Access and Use Interests on the Amazon App

Currently, the Interests feature is available to a limited number of U.S. customers. If you’re eligible, you can access it by following these steps:

🚀 Step-by-Step Setup:

1. Open the Amazon Shopping App

2. Tap the “Me” Tab (bottom navigation bar)

3. Look for a new section labeled “Interests”

4. Tap “Get Started”

5. Enter a detailed prompt that describes what you’re looking for

Example prompts:

• “High-end camera gear for nature photography under $500”

• “Minimalist wall art made of metal for industrial-themed spaces”

• “The latest kitchen tech tools and innovative cookbooks”

You can:

• Create multiple Interests for different hobbies

• Add price limits, product materials, aesthetics, and more

• Edit your Interests anytime by tapping the ✏️ (edit) icon

Once saved, Amazon’s AI gets to work, continuously scanning new inventory for items that match your Interests.

3. How Amazon Uses AI and LLMs to Power Interests

Behind the scenes, Amazon leverages large language models (LLMs) similar to GPT-style architectures. These models are trained on:

• Product metadata

• Search history

• Customer behavior patterns

• Reviews and natural language descriptions

When a user writes a prompt like:

“I’m looking for new workout wear, preferably neutral colors, soft material, seamless, and under $80”

The LLMs analyze the language and:

• Extract keywords like “neutral,” “seamless,” “workout wear”

• Understand constraints (price limit, material)

• Translate intent into Amazon’s internal search and recommendation engine

• Deliver product suggestions even if those exact keywords aren’t used by sellers

That’s where Interests goes beyond traditional search: it understands human intent, not just product listings.

4. What Makes Interests Different from Standard Recommendations?

Here’s a comparison of Amazon Interests vs. traditional Amazon search and recommendations:

5. Benefits for Amazon Shoppers

Amazon Interests isn’t just convenient—it’s transformational.

Key Benefits:

• Discover niche products you didn’t know existed

• Get notified about restocks and new inventory

• Avoid wasting time manually searching

• Let AI handle ongoing product discovery

• Get tailored suggestions that evolve with your Interests

This is especially helpful for:

• Hobbyists looking for specialized gear

• Collectors seeking limited drops

• Budget-conscious shoppers setting price limits

• Home decorators with specific aesthetics

6. Real-Life Examples of How to Use Interests

Interior Designer

Prompt: “Modern farmhouse lighting fixtures, brushed brass or matte black finish under $200. Prefer linear or geometric designs.”

Outcome: Receives updates when new pendant lighting or sconces are added that match the description—even from newly listed sellers.

Coffee Enthusiast

Prompt: “Brewing gadgets for pour-over coffee, reusable filters, minimalist design, under $50.”

Outcome: Weekly updates with niche brewing tools, accessories, and small roasters that align with the described style and price.

Sports Fan

Prompt: “Latest soccer gear and accessories, especially World Cup 2026 merch and collectibles.”

Outcome: Notifications when new kits, training tools, or memorabilia are listed—often before they become widely promoted.

7. How This Impacts Sellers on Amazon

Although Interests is a customer-facing feature, Amazon sellers should pay close attention. Here’s why:

A. Listing Optimization

Since Amazon’s AI interprets natural language, product listings that contain rich, descriptive bullet points, relevant backend keywords, and lifestyle terminology will have higher chances of being matched to Interests prompts.

Tip: Sellers should optimize listings with phrases like:

• “Ideal for minimalist design lovers”

• “Perfect for hiking enthusiasts”

• “Top-rated by coffee connoisseurs”

B. Long-Tail Product Visibility

Even if a product doesn’t show up for generic search terms, it might match niche prompts like:

“Sustainable wooden toys for toddlers with no paint or chemicals”

That’s a game-changer for small brands offering specialized or ethically sourced items.

C. Enhanced Review Relevance

Customer reviews using real-life language also help train the model. Encourage reviews that mention use cases, preferences, and product context to support LLM indexing.

D. Better Conversions

Buyers receiving Interests suggestions are high-intent users. If your product shows up, they’re more likely to purchase because it fits their ongoing personalized prompt.

8. How to Optimize for Interests as an Amazon Seller

While Interests is AI-driven, you can improve your visibility by:

• Using detailed product titles (don’t just keyword stuff)

• Adding benefit-driven bullet points (emotional and use-case focused)

• Leveraging A+ Content to include additional searchable terms

• Keeping backend keywords contextual and expansive

• Encouraging customers to describe their experiences in reviews

Bonus Tip: Align your advertising copy and storefront branding with lifestyle keywords that customers may use in prompts.

9. The Future of AI Shopping at Amazon

Amazon is not stopping here. Interests is just one part of a larger vision that includes:

• Rufus AI: An in-app conversational assistant for product search

• Review Summaries by AI: Instant summaries of product sentiment

• Generative AI Shopping Guides: Personalized articles comparing similar products

• Visual Discovery & Augmented Reality: Scan items in real life and get matched Amazon listings

AI is making shopping on Amazon personal, predictive, and proactive.

10. Final Thoughts: Interests Will Redefine the Buyer Experience

Amazon’s Interests feature is not just a nice-to-have tool—it’s the beginning of AI-powered consumerism. In a world overwhelmed by choices, Interests provides curated clarity by understanding users at a personal level. It makes shopping smarter, faster, and more intuitive.

As a seller or brand, understanding this shift means adapting your strategy:

• Prioritize human-language listing content

• Embrace long-tail and emotional descriptors

• Encourage review authenticity and natural language

• Stay ahead by monitoring Amazon’s AI innovation

Need Help Leveraging Amazon AI for Your Business?

At Moiz IT, we help Amazon sellers:

• Optimize product listings with AI in mind

• Improve visibility in AI-generated recommendation engines

• Analyze how customers find your products

• Develop branding strategies for interest-driven shoppers

• Prepare your catalog for emerging Amazon AI features