Amazon’s Alexa for Shopping adds customization feature for merch
Amazon is continuing to expand the role of generative artificial intelligence (AI) in its shopper experiences, enabling new customization features through Alexa for Shopping. Consumers will be able to create custom designs for merch — including T-shirts, sweatshirts and water bottles — by describing an idea to Amazon’s AI-powered shopping assistant. Amazon said it plans […] The post Amazon’s Alexa for Shopping adds customization feature for merch appeared first on Digital Commerce 360.
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Amazon is continuing to expand the role of generative artificial intelligence (AI) in its shopper experiences, enabling new customization features through Alexa for Shopping. Consumers will be able to create custom designs for merch — including T-shirts, sweatshirts and water bottles — by describing an idea to Amazon’s AI-powered shopping assistant.
Amazon said it plans to add more customizable products over time. It also said customers can share designs with family and friends to order the same merch. Amazon released Alexa for Shopping in mid-May 2026. It serves as an artificial intelligence (AI) agent that combines Amazon’s Rufus and Alexa+ offerings.
Rufus is an AI assistant that Amazon released in 2024, later updating it with new features ahead of the 2025 holiday season. Meanwhile, Alexa+ is an upgraded version of Amazon’s Alexa voice assistant, incorporating generative AI, that the company launched in February 2025. Amazon ranks No. 1 in Digital Commerce 360’s Top 2000 Database.
The database is how Digital Commerce 360 tracks the largest North American online retailers by their annual ecommerce sales. Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database. That database ranks the 100 largest such marketplaces by third-party gross merchandise value (GMV).
Charts & Data Amazon launches AI agent 'Alexa for Shopping' Abbas Haleem | May 13, 2026
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