Amazon launches ‘My Mix,’ a personalized shop filled with your favorite things

Amazon has quietly launched a new feature offering shoppers personalized suggestions of products they might like to buy. Called “My Mix,” the addition is tied to Amazon’s “Interesting Finds” — the curated gift shop introduced last year that provides a Pinterest-like experience for discovering products across Amazon’s vast website.

“Interesting Finds,” which evolved out of an earlier product called “Amazon Stream,” is the latest in Amazon’s efforts to become a place where shoppers browse and get inspired, instead of a place where you search for products you know you already need or want.

Similar to startups like the shopping service Canopy, this section of Amazon’s website has evolved in recent months from a simple page with just a few categories (Women, Men and Fun) to one that now organizes products into more than two dozen different sections.

It also is no longer tucked away under hidden menus, but prominently featured at the top of via a big banner ad.

On the site, you browse through products within its category pages, which can be as broad as “Women,” as popular as “Bikes,” or as niche as “Mid-Century.” There also are collections on each page that are like mini-shops with a grouping of themed items — like “Travel in Style,” “Fun with Photos” or “Green Thumb,” for example.

You can favorite both the items and the shops, then return to them later under the “My Hearts” section. Or you can purchase items immediately by clicking through to the product detail page and checking out.


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