Amazon's Alexa AI lets you design custom merch in Shopping app

On Monday, Amazon announced a new feature that allows anyone to design custom merchandise using AI directly within its Shopping app. By tapping the Alexa icon or searching "customize," users can describe their idea—like a T-shirt for a family reunion or a portrait of their dog—and see an AI-generated design. The design can then be edited with suggested actions or typed changes, and shared with friends and family so everyone can add the product to their carts. Amazon produces and delivers the items through Merch on Demand with Prime shipping, supporting 13 product types including T-shirts, hoodies, quarter zips, tumblers, and water bottles.

This move expands Amazon's challenge to existing print-on-demand platforms like Redbubble, Bonfire, and Spring, by putting AI-generated merchandise directly in the shopping flow. While artists concerned about AI training data may have reservations, the feature is free to use (U.S. only) and lowers the barrier for consumers who lack design skills. Amazon handles all production and logistics, making custom merch as easy as any other shopping option. The company suggests use cases for one-off designs, personalized gifts, or creative experiments, potentially turning AI-designed products into a mainstream shopping category.