On Monday, Amazon was introduced a new feature that allows anyone to design merchandise using AI, posing an expanded challenge for online merch platforms like Redbubble, Bonfire, Spring, Fourthwall and others. The company announced that people can now create new products using AI prompts through the Alexa feature in its Shopping app.
That way, anyone can turn their idea into a design that can be featured on items from clothing to mugs and more available through Amazon’s print-on-demand service, Merch on Demand.
The service could be useful for printing individual designs — such as T-shirts for a family gathering, a personalized gift of some sort, or creating products with a portrait of your dog, Amazon suggests. (Artists whose work has been used to train artificial intelligence models might be less enthusiastic about this kind of idea, of course.)
After requesting to create the design, Amazon handles the production and delivery of the items through Prime shipping, the company says.
The move puts AI-generated merchandise directly into Amazon’s Shopping app, lowering the barrier for consumers who want to turn ideas into physical products but lack traditional design skills. While print-on-demand businesses typically serve creators and various organizations, Amazon’s new feature could make AI-designed merchandise just another shopping option.
Currently, the option is only available in the US, Amazon notes. It is free to use the feature as customers only pay for the products themselves.
To use the feature, customers will tap the Alexa icon in the lower-right corner of the Amazon Shopping app or search for “customize” in the search bar and click the drop-down option. This will lead them to an experience where users can describe their idea to Alexa and see the design being created. Users can then edit the design by clicking suggested actions or typing changes. Results can be shared with friends or family, allowing everyone to add the product to their own Amazon shopping carts.
The full list of supported merchandise includes t-shirts, v-necks, long-sleeve shirts, polo shirts, zip-ups, jerseys, sweatshirts, hoodies, tank tops, raglans, tumblers and water bottles.
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