Amazon just made “window shopping” a full-time AI job.

Amazon’s new beta feature called Interests is rolling out quietly to a few users right now, and it’s kind of a big deal.

It uses AI to constantly scan for new products across the marketplace that match your interests and your language.

Instead of typing things into search over and over, shoppers now get product suggestions on autopilot. All they have to do is say:

🧃 “Healthy snacks with clean ingredients”
🎧 “Limited-edition vinyl from indie artists”
🏌️ “High-performance golf gear for short hitters”
☕ “Aesthetic coffee makers under 100 bucks”

Amazon takes those prompts and, using large language models (yes, like the ones powering Rufus), turns them into hyper-personalized, always-on product searches.

And when something new drops that fits?
The customer gets notified. Right inside the app.

This is sooo good, because your listing might be one of the products this AI shows customers. But only if you set it up right.

That means:

• Optimizing your listing with everyday language, not just keywords
• Thinking like a buyer: What kind of prompt would surface your product?
• Including your niche identity (not just what your product is, but who it’s for)
• Making sure your content aligns with common hobbies, needs, and trends

Amazon’s not just waiting for shoppers to find you anymore, they’re sending an AI to do it for them.

And you want to be on the right side of that discovery.

Right now, Interests is available only to a small group of US users.

But trust me, if it works (and it will), it’s going wide.

And when it does, the sellers and brands who adapted their listings early are going to be the ones showing up on those new AI-curated lists.

So yeah... It’s still early days.

But this isn’t just a fun little update.

This is the beginning of a new layer of passive product discovery, and the products that align with how people talk (not just search) are going to win.