- Merch on Demand leverages Alexa for Shopping for new AI-generated designs
- Consumer-targeted upgrade works on the app or website, available with Prime shipping
- Only US customers will get it for now – Etsy and others like
Amazon has launched a new feature in Alexa for Shopping that allows customers to generate their own merch designs from AI prompts, which they can then have printed on physical products like hoodies and T-shirts.
Senior editor Jacquelyn Smith said in a release that users might want to print “a group chat’s funniest inside joke… shirts for an upcoming family gathering… [or] a beloved pet restored as a cartoon,” suggesting that the new feature is designed primarily for consumer markets.
The new AI upgrade will be powered by the company’s existing Merch on Demand platform, which means Amazon handles manufacturing, fulfillment, shipping and customer service.
Available on the app, customers can tap the Alexa icon or search for ‘custom’ to describe an idea, refine with follow-up prompts and order the items instantly. It is also available on the website for PC users.
With the new tool, Amazon is taking direct aim at other on-demand print platforms like Printful, Shutterfly, Etsy and more, democratizing access to custom merch with all the benefits of Amazon, like fast Prime shipping.
This comes shortly after the company launched Alexa for Shopping, which upgrades the previous Rufus assistant with newer Alexa+ features for an overall sleeker experience.
Smith noted that the current product lineup, which is mostly apparel-dominated, includes T-shirts, V-necks, long-sleeve shirts, polo shirts, quarter-zips, jerseys, hoodies, sweatshirts, tank tops and raglans. Tumblers and water bottles are also available.
And as with any new feature, US customers will be the first to benefit. Amazon did not mention any plans to expand to other geographies at this time.
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