Amazon Launches AI-Powered Merchandise Design Tool in Shopping App, Challenging Redbubble and Similar Platforms

Amazon introduced a feature on Monday that lets users generate merchandise designs with AI prompts through Alexa in the Amazon Shopping app. The designs can be printed on apparel and drinkware through the company’s Merch on Demand print-on-demand service. Users describe an idea to Alexa and receive a generated design they can edit by selecting suggested actions or typing changes.

The completed designs appear on T-shirts, V-necks, long-sleeve shirts, polo shirts, quarter zips, jerseys, hoodies, sweatshirts, tank tops, raglans, tumblers, and water bottles. Amazon handles production and delivery of the items through Prime shipping. The feature is free to use; customers pay only for the products they order.

U.S. Customers can reach it by tapping the Alexa icon in the bottom right of the Amazon Shopping app or by searching “customize” in the search bar and selecting the drop-down option. Generated designs can be shared with friends or family, who can then add the same product to their own Amazon shopping carts.

Amazon said the service could be used for one-off items such as family-reunion T-shirts, personalized gifts, or products featuring a portrait of a pet. The feature places AI-generated merchandise directly inside Amazon’s Shopping app and expands the company’s competition with online merch platforms including Redbubble, Bonfire, Spring, and Fourthwall.