AI

Can AI Finally Make Online Shopping Fair for Small Businesses?

Can AI Finally Make Online Shopping Fair for Small Businesses?

The Old Way of Shopping is Broken

For years, online shopping algorithms prioritized products based on sales numbers and paid promotions, leaving niche items and smaller brands buried. Customers had to sift through endless pages or rely on guesswork to find what they truly wanted. Meanwhile, small businesses faced an uphill battle to compete with giants who could afford to dominate search rankings.

Amazon’s new AI-powered Interests feature aims to flip this script. By letting users search in plain language—and matching products to their unique needs—it could democratize discovery. Let’s dive into how it works—and why it might change everything.

🛒 The Problem: One-Size-Fits-None Shopping

  • Algorithms favored popularity over personalization: Platforms prioritized products with high sales, leaving niche items (like artisanal coffee gadgets or rare hobby kits) invisible.
  • Small businesses paid to play: Many shops shelled out for ads or ranking boosts just to appear on the first page, creating a pay-to-win ecosystem.
  • Customers wasted time: Finding specialized gear felt like a treasure hunt, with irrelevant recommendations cluttering results.
gray and red shopping carts
Photo by Markus Spiske / Unsplash

✅ The Solution: AI That Shops Like You Do

Amazon’s Interests feature uses generative AI to turn casual queries (e.g., "durable hiking boots under $100") into tailored recommendations. Here’s why it matters:

  • ✅ Natural language searches: Describe your needs in plain English, and AI translates it into precise product attributes.
  • ✅ 24/7 product scanning: The tool constantly monitors Amazon’s inventory, alerting you to new arrivals, restocks, or deals.
  • ✅ Fairer exposure for small businesses: Products surface based on relevance, not ad spend. A handcrafted camera accessory for indie photographers? If it fits your prompt, it’ll show up.

🚧 Challenges Ahead

  • ⚠️ AI accuracy: Can the system reliably interpret vague requests (e.g., "stylish workout clothes") without bias toward big brands?
  • ⚠️ Competition isn’t dead: Smaller shops still need high-quality listings (photos, descriptions) to stand out once discovered.
  • ⚠️ Adoption hurdles: Will users trust AI to curate their shopping carts, or stick to old habits?

💡 Final Thoughts: A New Era for Niche Passions?

This isn’t just about convenience—it’s about rewiring online shopping’s power dynamics. For the first time, a handmade ukulele or limited-run board game could reach its ideal audience without a massive marketing budget. Success depends on:

  • 🚀 AI refinement: Consistently matching quirky, specific queries to products.
  • 🚀 User adoption: Shoppers embracing this as a primary search tool.
  • 🚀 Competition on quality: Brands innovating to meet real needs, not just gaming algorithms.

What do you think? Could this be the end of endless scrolling for hidden gems? Let us know on X(Former Twitter)

Source: Amazon. Artificial intelligence Amazon features interest, June 2024.

Read next