E-commerce giant has introduced 'Interests' and 'Product Selector' to enhance personalized shopping on Amazon for users and brands.
Buyers wade through millions of Amazon products, often lost and frustrated. This search for the right item wastes time and leads to abandoned carts. Sellers, meanwhile, struggle to stand out, their perfect products buried under a mountain of irrelevant listings.
This disconnect between buyer needs and seller offerings creates a frustrating shopping experience. Amazon now offers solutions: AI-driven ‘Interests’ and interactive Product Selector tools.
These features cut through the noise, matching buyers with precisely what they want, and allowing sellers to connect with their ideal customer.
Personalized shopping on Amazon with Interests
Amazon has introduced Interests, an AI-driven feature designed to streamline personalized shopping on Amazon by continuously finding and recommending products that align with users’ hobbies and preferences. Whether you’re an avid photographer, a passionate golfer, a music enthusiast, or a football fan, Interests acts as your personal shopping assistant, ensuring you never miss out on relevant new products.
Instead of manually searching for the latest gear, Amazon’s AI works behind the scenes to track new inventory, restocks, and deals tailored to your preferences. This means shoppers can effortlessly discover niche products or stay up to date with their favorite brands without the hassle of constant browsing.
Contentful"Personalization increases average order value (AOV) for 98% of online retailers."
How to use Interests for smarter shopping
Amazon’s Interests feature is designed to make product discovery more intuitive. Here’s how it works (featuring the images from Amazon’s announcement of “Interests”) :
1. Open the Amazon Shopping app, tap the “Me” tab, and select “Interests.”
2. Enter detailed descriptions of what you’re looking for, such as “brewing tools and gadgets for coffee lovers” or “abstract metal wall art for industrial-style decor.”
3. Interests will continuously scan Amazon’s store and provide updates when relevant products become available.
4. You can edit your Interests prompts anytime to fine-tune recommendations based on materials, colors, or price ranges.
AI-powered personalization at work
Interests is just one of Amazon’s latest AI-driven innovations aimed at enhancing shopping convenience. Alongside tools like Rufus, AI Shopping Guides, and AI-powered review highlights, Amazon continues to push the boundaries of personalized shopping on Amazon, making the experience faster, smarter, and more enjoyable for customers.
Additionally, Amazon provides sellers with tools to help them create personalized shopping experiences on their Amazon brand stores, allowing them to showcase tailored product recommendations and curated content that aligns with customer interests.
Amazon’s growing AI shopping experience
Consumer awareness is another pillar of Amazon’s counterfeit protection strategy. In 2024, Amazon partnered with the International Trademark Association (INTA) to launch a global campaign educating shoppers about the risks of counterfeit goods. This initiative encourages customers to recognize and avoid fake products, reinforcing a safer shopping environment.
With ongoing investments in AI, legal enforcement, and brand protection programs, Amazon is making significant strides in counterfeit protection on Amazon. While challenges persist, the company remains committed to driving counterfeit products out of its marketplace and ensuring a secure, trustworthy shopping experience for all.
Personalized shopping on Amazon through Product Selector
Product Selector is an interactive feature enabling shoppers to receive tailored product recommendations by answering guided questions while browsing a seller’s Amazon brand store. By narrowing down options based on individual preferences, the tool makes it easier for customers to find exactly what they need, while also helping brands enhance engagement on their Amazon Brand Stores.
How Product Selector Works
The Product Selector functions as a dynamic recommendation engine, asking shoppers up to three key questions with multiple-choice answers. Each response helps refine the selection, ensuring that only the most relevant products are displayed.
For example, a beauty brand could use Product Selector to recommend hair care products based on hair type, washing frequency, and scalp condition. If a shopper selects “oily scalp” and “curly hair,” they’ll only see products suited to their specific needs.
Setting Up Product Selector on Amazon Brand Stores
Amazon sellers can integrate Product Selector into their Brand Store by following these steps:
Select featured products. Choose up to 35 products to recommend.
Create a questionnaire. Design up to three relevant questions with simple answer choices.
Map answers to products. Ensure each response leads to the most suitable product recommendation.
Set up alternative recommendations. Provide backup product suggestions if the first set is unavailable.
Customize appearance. Adjust font, text size, alignment, and background color to match the Brand Store’s aesthetic.
A business boost for sellers
Channel Bakers recently shared key strategies on their LinkedIn account to help sellers get the most out of Amazon’s Product Selector.
Strategies to Enhance Product Selector’s Effectiveness
Use Multiple Pages for Large Catalogs
If your brand offers a wide range of products, consider organizing your Brand Store into multiple pages. This approach ensures broader coverage and makes navigation more intuitive, allowing customers to explore relevant selections without overwhelming them with choices.
Customize the Look for a Branded Experience
While full customization of fonts and colors is not yet available, sellers can still tweak key visual elements to align the Product Selector with their brand’s identity. Adjustable features include:
Font type and text size for readability and style
Text alignment to improve layout and presentation
Background color to match brand aesthetics
Collaborating with an Amazon agency can help sellers design a standout Brand Store and customize the Product Selector by refining key visual elements to ensure a cohesive and engaging shopping experience that aligns with their brand identity.
Leverage the Quiz Format for Higher Engagement
The interactive nature of the Product Selector helps shoppers quickly find what they need, reducing friction in the shopping process. By crafting well-structured questions that align with customer preferences, sellers can ensure that product recommendations are both accurate and engaging.
The Growing Demand for Personalized Shopping
Amazon’s latest push toward personalized shopping experiences comes at a crucial time. Consumers are increasingly expecting retailers to tailor their shopping journeys, and data from Invesp highlights just how strong this demand has become.
59% of online shoppers find it easier to discover interesting products on personalized retail sites.
56% are more likely to return to a website that recommends products based on their preferences.
53% believe that retailers offering personalized shopping experiences provide a valuable service.
45% are more likely to shop on a site that offers customized recommendations.
57% are comfortable sharing personal information as long as it enhances their shopping experience.
77% of consumers trust businesses more when they are transparent about how personal data is used.
81% agree that they now receive more tailored marketing messages than they did five years ago.
Personalized display ads achieve 10 times higher click-through rates compared to traditional ads.
As online retail continues to evolve, Amazon’s AI-driven personalization tools, such as Product Selector, AI Shopping Guides, and Interest-based recommendations, are aligning with this consumer shift. By making product discovery smarter, faster, and more relevant, Amazon is not only enhancing customer satisfaction but also solidifying its position as a leader in e-commerce personalization.
