On Monday, Amazon rolled out a new capability that enables anyone to create custom merchandise using artificial intelligence, intensifying competition for online print-on-demand platforms such as Redbubble, Bonfire, Spring, Fourthwall, and others. The company announced that users can now generate products through Alexa for Shopping by entering AI prompts. This allows individuals to turn their concepts into designs that can be printed on various items—from clothing to drinkware—via Amazon’s print-on-demand service, Merch on Demand. The feature could be handy for creating one-off pieces, like T-shirts for a family gathering, personalized gifts, or merchandise featuring a portrait of your pet, Amazon suggests. (Of course, artists whose work has been used to train AI models may feel less enthusiastic about this kind of idea.)

Once a design is generated, Amazon handles production and delivery through Prime shipping, the company stated. This move integrates AI-generated merchandise directly into Amazon’s Shopping app, making it easier for consumers without design skills to transform ideas into tangible products. While print-on-demand services have traditionally catered to creators and organizations, Amazon’s new feature could make AI-designed merchandise a standard shopping option. Currently, the feature is available only in the U.S., Amazon noted. It is free to use, with customers paying only for the products themselves.

To access the feature, customers tap the Alexa icon in the bottom right corner of the Amazon Shopping app or search “customize” in the search bar and select the drop-down option. This launches an experience where users describe their idea to Alexa and see the design generated. Users can then refine the design by clicking suggested actions or typing changes. Results can be shared with friends or family, allowing everyone to add the product to their own Amazon shopping carts. The full list of supported merchandise includes T-shirts, V-necks, long-sleeve shirts, polo shirts, quarter zips, jerseys, hoodies, sweatshirts, tank tops, raglans, tumblers, and water bottles.