Amazon announced this week its new generative AI tool that is designed to help shoppers find the best items based on their unique passions and interests, leading to an easier and more effective shopping experience.

Amazon is testing both a new artificial intelligence shopping tool that finds new products matching a consumer’s interests and a health-focused chatbot, as the company moves forward to deploy the technology on its platforms.

A new artificial intelligence tool that surfaces products based on interests has been introduced by Amazon to some shoppers in the U.S. It is called "Interests."