Amazon is doubling down on artificial intelligence, introducing the AI-powered ‘Interests’ feature that automatically finds new products to match buyer’s passions and hobbies. This new feature will help customers discover products based on their interests, past behavior, and shopping trends, making product recommendations more tailored than ever. Using personalized shopping prompts, Amazon is now allowing buyers to track, save, and discover products as per their preferences.

The move aligns with Amazon’s broader AI expansion, including recent innovations like Rufus, AI Shopping Guides, review summaries, AI-generated product information, and more.

Read about Project Amelia by Amazon! An AI assistant that helps sellers enhance their selling experience.

How This Update Will Impact Sellers & Buyers

1. The Buyer Experience: Faster, Smarter, and More Intuitive Shopping

Amazon’s new AI tool will:

  • Reduce search fatigue by guiding users to relevant products instantly.
  • Enhance product discovery with hyper-personalized recommendations.
  • Improve purchase confidence, especially for customers who are unsure what to buy.

For buyers, this means a smoother, more intuitive shopping journey where Amazon takes on the role of a personal shopping assistant, learning and adapting to their preferences over time.

2. The Seller Impact: Greater Visibility or More Competition?

For sellers, this AI expansion brings both opportunities and challenges:

  • Boost in Product Discoverability: If a product aligns with a shopper’s interests, therefore, it has a higher chance of appearing in AI-driven recommendations—even without ads.
  • Increased Competition: Since Amazon’s AI heavily favors certain products based on historical performance, newer or less-established sellers may, therefore, struggle to gain visibility.
  • Higher Conversion Rates: Since AI-generated prompts are designed to show products most relevant to individual shoppers, sellers with well-optimized listings might see improved click-through rates (CTR) and conversions.
  • Greater Emphasis on Optimization: Amazon’s AI thrives on rich product data, reviews, and engagement metrics. Sellers will need to focus on:

    –> Writing AI-friendly product descriptions that align with Amazon’s NLP algorithms
    –> Gathering high-quality reviews to increase AI ranking.
    –> Ensuring product listings are fully optimized with SEO-driven titles and bullet points.

Source: Amazon

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