Amazon launches AI powered custom merch design in app

Amazon has launched a new artificial intelligence tool that allows U.S. customers to design custom merchandise directly within its shopping app. Announced on Monday, June 8, the feature uses AI to transform simple text descriptions into printable designs for apparel and drinkware, which are then produced and shipped through the company's existing Merch on Demand service.

The tool is accessible to all U.S. customers via the Amazon Shopping app. Users can tap the Alexa icon in the app's interface or search for "customize" to begin. They then describe a design idea in plain language, such as "a golden retriever as a 90s corporate lawyer at a disco," and the AI generates a corresponding image within seconds. The design can be refined using suggested edits or additional text prompts. Once finalized, it can be applied to a range of products including T-shirts, hoodies, sweatshirts, polo shirts, quarter-zips, jerseys, tumblers, and water bottles.

Creating a design is free; customers only pay when they place an order for a physical product, and all items are eligible for Amazon Prime shipping. Completed designs can be shared via link, text, or social media, allowing others to add the...