Let’s face it — most of us don’t browse Amazon looking for just anything.

We’re there with something in mind. A new coffee mug, a universal adapter, a book — or just something to make our lives a bit easier.

Now imagine this: Instead of typing in keywords, you just say what you’re interested in, like “brewing tools and accessories for coffee lovers under $30”... and boom, a curated list tailored to your taste pops up.

That’s exactly where AI is taking us.

And Amazon just made a major move in that direction.

Interests AI by Amazon

Last week, Amazon unveiled “Interests AI,” a new tool that lets customers shop in a way that feels more like talking to a friend than typing into a search bar.

Here’s how it works: You describe what you’re looking for—in your own words—and AI does the rest.

Whether it’s “model building kits for hobbyist engineers” or “wooden brain teasers that aren’t too hard,” the tool translates your request into an intelligent shopping experience.

Why is this a big deal?

Because it's no longer about keywords—it’s about context. It’s about intent.

Personalised Shopping, Powered by AI

Amazon isn’t new to this game.

From review summaries to AI-generated product details, AI has been seeping into your shopping journey for years.

But “Interests AI” represents a deeper, more conversational approach.

It's a step toward hyper-personalisation—and it's not just a nice-to-have. It’s fast becoming the new standard.

Other features Amazon is testing include:

• Health AI – a chatbot that gives health tips and product suggestions (think cold remedies and care advice).

• Rufus – Amazon’s AI shopping assistant that already suggests products and summaries.

• Shopping Guides – AI-curated recommendations tailored to customer needs and preferences.

These tools not only make shopping easier—they encourage customers to spend more by reducing the friction between want and buy.

Here’s the kicker: Amazon is setting the tone, but they won’t be the only player in town.

Companies like Google are right behind, testing features like “Vision Match” where customers describe an item and the AI finds it (even if it’s just from a vague description like “a black dress with lace sleeves from the 90s”).

Google is also rolling out AI summaries for easier product comparisons.

And where the giants go, others will follow.

Whether businesses sell physical products or digital services, they can expect their customers to demand faster, smarter, and more intuitive shopping experiences.

So, What Can You Do?

• Start speaking your customer’s language
  Look at your product descriptions. Are they written like you’re speaking to a friend? If not, now’s the time to adjust. AI search works best with natural language. So should your content.

• Get familiar with AI tools
  Whether it’s integrating a chatbot on your site or using AI to personalise newsletters—start experimenting. No-code tools make this easier than ever.

AI-assisted shopping is no longer a glimpse into the future—it’s here, and it’s reshaping how customers interact with businesses.

Whether you’re a small e-commerce store or a large enterprise, staying ahead of these trends could be the difference between being remembered—or ignored.

Because in 2025, AI won’t just support shopping. It will be shopping.

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