Amazon Personalize

Create personalized user experiences faster

Amazon Personalize enables you to improve customer engagement and conversion by powering real-time personalized product and content recommendations, and targeted marketing promotions. It is based on over 20 years of recommendation experience and research in machine learning at Amazon. It’s like having your very own machine learning recommendation system 24 hours a day.

You can get started with no prior machine learning experience using simple APIs to easily integrate sophisticated personalization capabilities into your systems and platform. Amazon Personalize automates the complex steps required to build, train, tune, and deploy a machine learning recommendation model so you can deliver personalized user experiences faster.

All of your data is encrypted to be private and secure, and is only used to create recommendations for your users. You pay only for what you use, and there are no minimum fees and no upfront commitments.

Introducing Amazon Personalize (3:28)


Increase customer engagement

Amazon Personalize uses machine learning algorithms to create high quality recommendations that respond to the specific needs, preferences, and changing behavior of your users in real-time, resulting in increased customer engagement. These algorithms also address common complex problems such as creating recommendations for new users or products with no historical data.

Improve conversion and revenue

Amazon Personalize blends real-time user activity data with user profile and product information to identify the optimal product or content recommendations. As a result, you can quickly understand user intent and provide dynamic customer experiences, helping you increase engagement and conversion.

Easy integration

Amazon Personalize easily integrates into your existing websites, apps, SMS, and email marketing systems to provide a unique customer experience for across all channels and devices. As a result, you can engage your users where and how they prefer to use your platform.


How it works

How Amazon Personalize works

Use cases

User personalization

Product and content recommendations tailored to a user’s profile and habits are more likely to drive higher conversion. Amazon Personalize helps tailor recommendations to users behavior, preferences, and history, boosting their engagement and satisfaction in real-time, instead of providing a uniform experience.

Similar item recommendations

Similar item recommendations help users discover new products or compare existing items in your catalog. Amazon Personalize recommends similar items in real-time, based on user behavior to create unique, relevant experiences for your customers.

Personalized rankings

Regularly your business priorities require you to promote specific content or products, such as trending news, a hit new TV show, seasonal merchandise, or a time bound promotional offer. Whether the source is a person, business rules around product lifecycle management, or a line of code, Amazon Personalize enables you to re-rank your product catalog to achieve your business priorities and best customer experience.

Customer stories

"With Amazon Personalize integrated into our platform, we have enabled our clients to maintain a +24% increase in clicks on the recommended videos tray compared to the curated or auto generated trays of content. Even more, our cost and data science resources required to train our own custom machine learning recommendation models and scale to millions of users have significantly reduced. Amazon Personalize is helping our client keep their customers more engaged, entertained, and the experiences highly tailored for each users’ personal interests, while enabling our data science team to focus on building new innovated capabilities for our platform."

Manik Bambha, Co-founder & President - ViewLift

Lotte Mart
“To enable us be more customer centric, scale our reach, increase uptake by users, we turned to Amazon Personalize to enable over 600,000 users of our M Coupon mobile app to save on their in store shopping experience. By using Amazon Personalize, we have seen a 5x increase in response to recommended products compared to our prior big data analytics solution resulting in increased revenue per month. In particular, Amazon Personalize has increased the number of products that the customer has never purchased before up to 40 %. The new recommendation service powered by AWS is the first of a much broader roll-out of AI technologies across our organization“

Jaehyun Shin, Big Data Team Leader at Lotte Mart

Read blog »

“Our product teams are quickly building and launching new applications but given the breadth of our portfolio we needed to improve how we were engaging our existing users to increase engagement and retention on our non-gaming apps. Using Amazon Personalize we have automated tailored recommendations starting on every user’s first day within the apps, resulting in a 15% increase in retention amongst these users. Furthermore, by reducing our dependency on our home grown personalization tool, we have reduced our development time by 53%, enabling our teams to focus on the next set of opportunities to further improve experiences for our customers.”

Robin Mizreh, Technical Lead - Voodoo

Blog posts & articles

Introducing recommendation filters in Amazon Personalize
June 8, 2020
Vaibhav Sethi and Adam Ta

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Pioneering personalized user experiences at StockX with Amazon Personalize
June 3, 2020
Sam Bean and Nic Roberts II

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Amazon Personalize features
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Easily build sophisticated personalization capabilities into your applications

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