Amazon introduced a new feature on June 8, 2026, that allows users in the United States to create custom merchandise designs using AI through Alexa for Shopping [1, 2]. Customers generate designs with text prompts spoken to Alexa, can edit the AI-generated images, and then order printed products via Amazon’s print-on-demand service, Merch on Demand [1, 2].
The customizable products include T-shirts, hoodies, tumblers, water bottles, and a variety of apparel styles, all fulfilled and shipped through Prime delivery with production handled by Amazon [1, 2]. The entire process is integrated within the Amazon Shopping app for a seamless user experience [1, 2].
Users can share their AI-created designs with friends and family, who can also add the items to their Amazon carts [1, 2]. The feature is free to use; customers pay only for the merchandise they order [1]. However, all custom designs must follow Amazon’s content policies, which restrict third-party trademarks and copyrighted material [2].
Early feedback notes that the AI-generated designs exhibit typical qualities often seen with AI art, including overly smooth illustrations, cliched imagery, and imperfect text [2].
This launch positions Amazon to compete directly with third-party print-on-demand platforms such as Redbubble, Printful, Bonfire, Spring, Fourthwall, and Shutterfly by embedding AI merchandise creation inside its existing shopping ecosystem [1, 2].
