Amazon is ramping up its use of generative AI with the quiet rollout of two new experimental features: a personalized shopping assistant called “Interests” and a healthcare-focused chatbot known as “Health AI.” These tools aim to create more intuitive, personalized interactions for users across Amazon’s platform, deepening its footprint in both retail and digital health.
The “Interests” tool functions as a conversational shopping assistant. Instead of browsing categories or searching with specific product names, users can type natural language prompts like “gadgets for coffee lovers” or “eco-friendly home upgrades.” The AI then curates relevant items from Amazon’s massive catalog and alerts users to new or trending products that match their stated preferences. Currently available to a select group of U.S. users via Amazon’s mobile app and website, the feature is expected to roll out more broadly in the near future.
In parallel, Amazon is also testing “Health AI,” a generative AI chatbot designed to help users navigate health-related questions and product recommendations. While still in early stages, the tool is expected to answer basic health queries, suggest over-the-counter remedies, and direct users to relevant health and wellness products. This move aligns with Amazon’s growing ambitions in healthcare, following past initiatives like its acquisition of One Medical and the launch of Amazon Clinic.
Both projects are part of Amazon’s broader strategy to integrate generative AI into the core of its user experience. By enabling customers to interact with the platform through everyday language—whether to shop smarter or make informed health decisions—Amazon is working to set a new standard for digital assistance.
As generative AI becomes a key battleground for tech giants, Amazon’s latest features show it’s not just playing catch-up—it’s actively shaping how AI can improve daily commerce and wellness. If successful, tools like “Interests” and “Health AI” could redefine how millions of customers interact with the world’s largest online retailer.
