Amazon’s AI-powered shopping tools have been available for some time. But Amazon is spotlighting them ahead of the Prime Day sale, scheduled from July 8–11, 2025, to boost awareness. Awareness aside, they might help you make the right choices and save money, too.

Amazon Prime Day will last longer than ever in 2025. So, Amazon is reminding users of several AI features designed to simplify shopping experiences and help you make wise buying decisions.

The Interests feature leads the pack as Amazon’s most ambitious AI feature. You can create personalized prompts ahead of Prime Day. The tool continuously scans Amazon’s vast inventory, sending notifications about new products, restocks, and deals that match specific interests and price limits

Shopping Guides tackle the research burden by compiling key product information in curated selections. These guides combine educational content with customer insights, helping shoppers get the complete know-how in a product category. During Prime Day, the guides will highlight “top deal” picks for easy discovery.

Hear the Highlights is ideal for multitaskers with concise audio summaries of product details and customer reviews. I find this especially handy when I need quick information without reading long descriptions.

Rufus is a conversational AI assistant within the Amazon app, allowing you to ask questions naturally, much like chatting with shopping concierge. Rufus simplifies product comparisons and helps you quickly identify the best options.

Lastly, the well-known Amazon Lens works like a reverse image search engine, helping identify products from photos you take. This feature is particularly useful when you spot an interesting item but aren’t sure of its name or how to describe it accurately in a search.

These features aren’t new but have been steadily improving shopping experiences year-round. Amazon aims to increase usage by highlighting all the practical benefits now, just in time for Prime Day.

Amazon’s AI tools can handle common shopping issues such as overwhelming choices, complicated comparisons, and inefficient searches. They save time and effort, offering you tailored recommendations and quicker decisions.

For regular shoppers like us, these features mean quicker purchases and more convenience. For sellers on Amazon, better discoverability through these tools could boost their visibility and sales.

By promoting these AI tools with a blog post ahead of Prime Day, Amazon is strategically encouraging their adoption when shopping activity is highest. Like me, you may have used these tools individually earlier. But as Prime Day shopping can get hectic, it’s a timely opportunity to put them to the test in tandem.

I have often come close to shopping (and decision) fatigue on earlier Prime Day binges. Thanks to poor judgement during the rush I have wasted money on a few products too. Now, we can use these AI tools as intelligent filters. Then, default to our relaxed human brains for a final tweak to our shopping carts before we hit buy.