Amazon is the latest tech company to unveil a new generative AI tool intended to personalize your online experience.

In a blog post on Wednesday, Amazon announced a new feature called Interests to help shoppers discover products in its store that match their hobbies and preferences. The company said the AI, for instance, might suggest new football apparel to an NFL fan, golf equipment to an avid golfer or photography gear to someone who loves to take pictures.

The tool, which continuously works in the background, is designed to help shoppers cut through the clutter and surface items that best resonate with them. Shoppers can use conversational language — such as “brewing tools and gadgets for coffee lovers” — and the AI will scan Amazon’s store for relevant products. The feature will also generate tailored recommendations based on a shoppers’ price limits.

This is the latest upgrade in a growing lineup of AI advancements from Amazon, including a more conversational Alexa, more AI-generated review summaries and enhancements to Rufus, its existing AI-powered shopping assistant. It also comes at a time when tech companies are exploring how AI systems can act more like true assistants and provide meaningful support to users.

But according to Sucharita Kodali, an analyst at market research firm Forrester, the tool feels like an extension of existing personalization systems that have long been used in retail. “It sounds to me like just another recommendation engine with a preference center layer,” she said. “Maybe there’s a prettier user interface to excite people but it doesn’t sound that different to me than functionality e-commerce has had for decades now.”

The news coincides with Amazon’s Spring Sale, which has savings across electronics, home goods, everyday essentials and more. The feature is currently available to a small group of US customers in the Amazon Shopping app and on its mobile website, with plans to expand access in the coming months. For people with early access, it will appear under the “Me” tab in the Amazon Shopping app.