Amazon is doubling down on personalization, and this time, it’s more than just “You may also like.”
In March 2025, the company introduced a feature simply called Interests, designed to help customers discover products through curated, themed prompts like “Gothic Home Decor,” “Pickleball Essentials,” or “Summer Travel.”
Think of it as your personal shopper meets Pinterest board powered by AI.
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For creators, this is a subtle but powerful shift. Here’s everything you need to know about the Interests feature, whether you’re shopping or recommending.
What Is Amazon Interests?
The Interests feature is Amazon’s AI-powered way of helping customers find curated groups of products based on popular themes.
Rather than browsing by category or searching item by item, users are prompted with interest-based collections that reflect their tastes, lifestyle, or trending topics.
Customers can choose from interest tags that feel familiar (like “Pet Parent Favorites” or “Plant Care”), quirky (“Everything Must Be Pink”), or specific to hobbies and events.
Clicking on an interest brings up a carousel of relevant products. Over time, Amazon tailors these prompts based on your behavior and shopping preferences.
Where Does It Live?
Currently, Interests appear across Amazon’s mobile app and website, subtly embedded in homepages, browse pages, and personalized sections.
It’s also closely tied to Amazon Inspire, Amazon’s TikTok-style content feed, though Inspire hasn’t rolled out globally just yet.
That means some customers may experience Interests as a supplement to Inspire, while others simply see it embedded as carousels based on themes.
Why it is important for Shoppers
Shoppers now engage more visually and emotionally with product discovery. Interests help surface ideas that customers didn’t even know they were searching for.
It cuts through decision fatigue and taps into impulse-friendly presentation (while still being curated and relevant).
More than just convenience, it adds an editorial layer to shopping that makes browsing feel like scrolling a lifestyle feed rather than clicking through search results.
What It Means for Creators and Affiliates
For creators, the introduction of Interests has a few big implications:
- You can better align your content with trending Interests: If you spot a popular theme like “Dorm Room Essentials” trending on Amazon, you can lean into that style or niche in your own content, whether through shoppable videos, Go Shopping pages, or social posts.
- Amazon is becoming more visual and theme-driven: This opens the door for creators who focus on aesthetics, lifestyle, or product roundups to find natural ways to connect their brand to Amazon trends.
“I haven’t used it yet, but I’VE HEARD YOU TYPE in your interests and the AI instantly generates product
suggestions. I’m curious, could this shape how Vine reviewers find stuff or even what they review?” Adam lOGIE coo
- Potential for monetization: Although Interests doesn’t allow direct creator curation yet, staying aware of what’s trending can help you plan content that rides the wave, especially for seasonal or viral niches.
- Complementary to Logie: If you’re using Logie’s tools for creating campaigns, selecting products, or organizing by theme, this gives you another layer of alignment to help your links perform better and feel more relevant to the shopper’s journey.
Updates and Developments?
As of now, Interests appears to be in an expansion phase. Amazon is refining how often Interests appear, what themes are suggested, and how they vary by region and user behavior. 
There are no public APIs or affiliate tagging tools directly tied to Interests (yet), but we’ll be watching closely for updates.
Creators and customers have shared positive reactions appreciating how much easier it is to find inspiration or stumble upon products they wouldn’t otherwise know existed.
It also appears to be influencing how people curate and share their own Amazon wishlists or storefronts.
Conclusion
Amazon’s Interests feature is a clever UI tweak, but it also appears to be a it’s part of a larger move toward personalized, visual-first eCommerce.
As creators, understanding this shift helps us tailor our content, maximize earnings, and meet audiences where their curiosity lives.
It’s not about guessing the algorithm anymore; it’s about aligning with the experiences your audience is already having on platforms like Amazon.
Stay tuned for more platform insights and creator-first strategy. In the meantime, take a peek at your own Amazon feed. What Interests do you see?
