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.

In a blog post on Wednesday, Amazon announced a new feature called Interests to help shoppers discover products in its store that match their hobbies and preferences. The company said the AI, for instance, might suggest new football apparel to an NFL fan, golf equipment to an avid golfer or photography gear to someone who loves to take pictures.

A day without a company announcing some new way AI can supposedly make our lives better is rare. Today it's Amazon, which has announced a new AI-powered feature called "Interests." It lets you enter personalized shopping prompts based on your,