Amazon is rolling out an AI-powered feature in its Shopping app that lets users design custom merchandise by describing ideas to Alexa for Shopping, which then generates images for print-on-demand products via Merch on Demand.

The service covers a wide range of items—from T-shirts and hoodies to tops, glasses and water bottles—and Amazon handles production and Prime-backed shipping, delivering final merch straight within the Amazon Shopping app.

The FAQ notes the feature is free to use, supports multiple apparel and drinkware items, and is currently US-only with no announced international rollout.

Some artists may have mixed feelings about AI-generated designs, especially if their work could be used to train models, which is a broader concern tied to attribution and compensation.

The service is aimed at single-item or personalized designs—think family reunions, gifts, or pet portraits—with a reminder that some artists have concerns about AI training on their work.

Early user tests showed typical AI design quirks, such as overly smooth illustrations, clichés, and garbled text, highlighting current limitations.

Supported products include a broad array of apparel and drinkware, including various T-shirt styles, long sleeves, polos, quarter zips, jerseys, hoodies, sweatshirts, tank tops, raglans, tumblers and water bottles, with the design tool itself being free.

This move positions Amazon as a major competitor to on-demand printing platforms like Redbubble, Bonfire, Spring, and Fourthwall, potentially reshaping the personalized merch market.

Amazon hints at future catalog expansions and frames the feature within AI-assisted e-commerce trends and broader shopping-ecosystem evolution.

By removing the need for design skills, the tool lowers barriers to creating personalized merch for gifts, families, teams, and events.

Users can share generated designs with friends and family, who can then purchase the same customized items.

The feature integrates into Amazon’s broader AI-driven commerce initiatives, leveraging Amazon’s distribution power for custom merchandise.