rewrite this title Amazon testing new AI search experience that suggests products based on prompts

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Amazon is using generative AI for a new feature called “Interests” that turns natural language queries into product recommendations — and updates shoppers when new items match their prompt.

The feature asks shoppers to describe they are looking for — “the latest pickleball gear and accessories,” for example — and makes relevant suggestions. It then notifies the customer when there are new items related to the prompt or “noteworthy updates.”

The feature is available for a subset of U.S. users on Amazon’s app and mobile website, and will roll out to more customers in the coming months, according to a blog post.

It’s the latest AI-related shopping tool from Amazon, which rolled out its “Rufus” shopping assistant last year.

CNBC reported that Amazon is also testing a new chatbot for health and wellness questions.

Previously: Amazon’s new Alexa+ uses generative AI to personalize conversations and automate tasks