Amazon Introduces AI-Powered Custom Merchandise Design Tool

Amazon on Monday unveiled a new AI-powered feature that enables users to create custom merchandise designs, broadening competition with online merchandise platforms such as Redbubble, Bonfire, Spring, Fourthwall, and similar services. The company said customers can now generate original product designs using AI prompts via the Alexa experience in the Amazon Shopping app.

With the new capability, users can transform ideas into designs that can be printed on a range of products, including apparel, tumblers, and other items offered through Amazon’s print-on-demand platform, Merch on Demand.

Amazon says the feature could be particularly useful for producing one-of-a-kind creations, such as T-shirts for family gatherings, personalised gifts, or products displaying a portrait of a beloved pet. While some artists whose work may have contributed to AI training datasets may view the development differently, Amazon positions the tool as a convenient way to bring personal ideas to life.

Once a design is generated, Amazon manages the manufacturing and fulfilment process, delivering the finished products through its Prime shipping network, according to the company.

The introduction of AI-generated merchandise directly within Amazon’s Shopping app reduces the effort required for consumers who want to turn concepts into physical products but lack professional design experience. Traditionally, print-on-demand services have largely served creators, brands, and organisations. Amazon’s latest addition could help make AI-created merchandise a standard part of the online shopping experience.

At present, the feature is available only to customers in the United States, Amazon said. There is no charge to access the tool itself, and users only pay for the merchandise they choose to purchase.

To access the experience, customers can tap the Alexa icon in the lower-right corner of the Amazon Shopping app, search for “customise” in the search bar, and select the available option. From there, users can describe their design idea to Alexa and view the AI-generated results. They can further refine the design by selecting suggested edits or entering additional instructions. The finished designs can also be shared with friends and family, allowing others to add the products directly to their own Amazon shopping carts.

The current lineup of supported products includes T-shirts, V-neck shirts, long-sleeve shirts, polo shirts, quarter-zip tops, jerseys, hoodies, sweatshirts, tank tops, raglan shirts, tumblers, and water bottles.