Amazon Launches AI Tool to Design Custom Merch

On Monday, Amazon unveiled a new AI-powered design feature within its US Shopping app, allowing users to instantly generate custom merchandise via Alexa prompts to simplify personalized shopping.

Disrupting the Print-on-Demand Market

This strategic move places Amazon in direct competition with established print-on-demand platforms such as Redbubble, Bonfire, Spring, and Fourthwall. By integrating generative AI directly into its mobile shopping ecosystem, the retail giant enables anyone to transform creative ideas into physical products without requiring professional design skills.

The system leverages Amazon’s existing “Merch on Demand” print service. Users can apply their AI-generated designs to a wide range of items, from casual apparel to drinkware. Amazon suggests the tool is perfect for creating unique family reunion T-shirts, personalized holiday gifts, or custom items featuring a pet’s portrait. However, this development may draw criticism from digital artists, many of whom remain concerned about AI models trained on copyrighted artwork.

How to Create AI Merchandise on Amazon

Currently, this feature is available exclusively to customers in the United States. While designing and generating images is entirely free, users only pay the standard retail cost for the physical products they choose to order. Once a design is finalized, Amazon manages the entire manufacturing process and delivers the items using its fast Prime shipping network.

Step-by-Step Design Process

To access the generator, users can open the Amazon Shopping app and tap the Alexa icon in the bottom right corner. Alternatively, they can type “customize” into the main search bar and select the corresponding drop-down option. From there, shoppers can describe their design concept to Alexa, which then generates a visual preview.

If the initial result isn’t perfect, users can refine the image by clicking on automated suggestion prompts or typing specific modification instructions. Completed designs can easily be shared with friends and family, allowing multiple users to add the custom product to their respective shopping carts.

Compatible Products and Apparel

The AI design tool supports a broad catalog of merchandise. Shoppers can print their custom creations on a variety of apparel and lifestyle items, including T-shirts, V-necks, long-sleeve shirts, polo shirts, quarter zips, jerseys, hoodies, sweatshirts, tank tops, raglans, tumblers, and water bottles.