Custom T-shirts and tumblers now generate inside Amazon's app

Amazon just launched a feature that turns text prompts into printable designs for apparel and drinkware. The AI merch feature is available to all U.S. customers through the Alexa icon in its Shopping app.

The tool runs on Amazon’s existing Merch on Demand print-on-demand infrastructure. The user has to open the Amazon app, tap the Alexa button, or search “customize,” and then type what they want.

The AI creates a design in seconds, then you slap it onto T-shirts, hoodies, quarter-zips, jerseys, tank tops, tumblers, water bottles, and about a dozen other product types, according to Amazon’s announcement.

Creating an AI merch design is free. Users only pay when they place an order, and the finished product ships with Amazon Prime.

Amazon brings AI merch to shoppers

To get started, the user must describe what they want in plain language. For example, “a golden retriever as a 90s corporate lawyer at a disco,” according to Amazon’s announcement. The system then generates a visual, which they can tweak through suggested edits.

Once a design is finalized, the user can share it via text, social media, or a link. Recipients can add the same product to their own Amazon carts and check out normally.

Amazon News stated the AI feature could be used to design matching family reunion shirts, print inside jokes on hoodies, or even create pet portraits on tumblers.

The launch drops AI designed merchandise inside the same app where 200 million plus Prime members already shop. This is direct competition against established print-on-demand platforms like Redbubble, Bonfire, Spring, and Fourthwall, which have historically served creators and organizations.

Embedding the AI tool inside Amazon’s shopping app removes friction compared to using print-on-demand companies that require several steps, including account creation, file uploads, and knowledge of design software.

Amazon spends more on AI

The AI merch designer is a new addition to several other AI shopping tools that Amazon recently rolled out.

Earlier this week, Amazon added AI created product images to its search bar. The feature works with apparel and home categories.

When users type in the search bar, the tool generates visuals based on their search in real time. It helps connect between what shoppers have in mind and the exact words needed to find it.

Amazon also introduced “Shop by style,” which generates outfit collages organized by themes, and Amazon Lens Live, a camera tool that matches real world objects to purchasable products.

The company added Alexa as a shopping assistant into the Lens Live camera view. Alexa replaced the Rufus AI chatbot for product queries on the shopping platform.

The five biggest tech companies are on the way to spend a combined $800 billion on AI infrastructure in 2026. Amazon’s retail AI investments are part of that goal.

Amazon has not disclosed which AI model creates AI merch and it’s still unclear whether the feature will expand beyond the U.S. The company’s announcement made no mention of content moderation guardrails or a copyright policy for AI merch designs.

The supported product list currently covers apparel and drinkware only. Amazon said it plans to add more product options over time but did not specify when.

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