On Monday, Amazon introduced a new feature that allows anyone to design merchandise using AI, posing an expanded challenge to online merch platforms like Redbubble and Bonfire. The company’s Alexa feature in the Shopping app now lets users create unique items from apparel to tumblers through its print-on-demand service.

This move puts AI-generated merchandise directly inside Amazon's app, lowering the barrier for consumers who want to turn ideas into physical products but lack traditional design skills. While typically, print-on-demand businesses have catered to creators and organisations, Amazon’s new feature could make AI-designed merchandise just another shopping option.

The service is currently available only in the U.S., and it's free to use the feature, as customers only pay for the products themselves. To use the feature, users simply tap the Alexa icon in the bottom right of the Amazon Shopping app or search “customize” in the search bar. They can then describe their idea to Alexa and see a design generated, which they can edit before sharing with friends or family.

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. The feature could be useful for printing one-off designs such as T-shirts for a family reunion or personalised gifts.