Amazon has launched a new feature called 'Interests,' designed to personalize the shopping experience using generative AI. This tool allows users to input tailored prompts reflecting their preferences and budget, enhancing search relevance. By utilizing large language models, Interests converts everyday language into queries for better product suggestions. The feature also keeps users updated on new items and deals related to their interests. Currently available to select U.S. users, Amazon plans to expand access soon, reinforcing its commitment to AI integration in shopping.