Amazon is making it easier for anyone to create custom merchandise without design skills. The e-commerce giant launched a new feature within Alexa for Shopping that uses AI to transform simple text descriptions into custom designs for t-shirts, hoodies, tumblers and other products.
The feature connects directly to Amazon’s Merch on Demand print-on-demand service, handling everything from production to Prime-eligible delivery. Users can share their designs with friends and family who can order the same custom items.
How the AI design feature works
Creating custom merchandise requires just a few steps through the Amazon app or website:
- Open the Amazon Shopping app and tap the Alexa icon, or search “customize” on Amazon.com
- Describe your design idea in natural language – even creative prompts like “a golden retriever as a 90s corporate lawyer at a disco”
- The AI generates your design in seconds
- Edit the design using suggested actions or by typing changes
- Share the design with others through links or social media
Amazon built guidance into the process to help users who lack graphic design experience. The system automatically optimizes designs for vibrant colors and crisp resolution on the final products.
Available products and pricing
The feature currently works with a range of apparel and drinkware:
- Clothing: T-shirts, V-necks, long-sleeve shirts, polo shirts, quarter zips, jerseys, hoodies, sweatshirts, tank tops, and raglans
- Drinkware: Tumblers and water bottles
Amazon plans to expand product options over time. Creating designs is free – customers only pay for the products they order. All custom items are made on demand and ship with Prime eligibility.
Why this matters for consumers and retail
This feature reflects Amazon’s broader push to integrate generative AI across its shopping platform. By removing technical barriers to custom merchandise creation, Amazon is tapping into the growing market for personalized products while keeping customers within its ecosystem.
The sharing functionality is particularly notable. It allows Amazon to benefit from viral marketing effects as users share custom designs with friends and family, potentially driving multiple sales from a single design creation.
The feature is now available to all U.S. customers through the Amazon Shopping app and website. Users can access it by tapping the Alexa icon in the app or searching for “customize” on the main site.
