Amazon Personalize

Real-time personalization and recommendation, based on the same technology used at

Amazon Personalize is a machine learning service that makes it easy for developers to create individualized recommendations for customers using their applications.

Machine learning is being increasingly used to improve customer engagement by powering personalized product and content recommendations, tailored search results, and targeted marketing promotions. However, developing the machine-learning capabilities necessary to produce these sophisticated recommendation systems has been beyond the reach of most organizations today due to the complexity. Amazon Personalize allows developers with no prior machine learning experience to easily build sophisticated personalization capabilities into their applications, using machine learning technology perfected from years of use on

With Amazon Personalize, you provide an activity stream from your application – clicks, page views, signups, purchases, and so forth – as well as an inventory of the items you want to recommend, such as articles, products, videos, or music. You can also choose to provide Amazon Personalize with additional demographic information from your users such as age, or geographic location. Amazon Personalize will process and examine the data, identify what is meaningful, select the right algorithms, and train and optimize a personalization model that is customized for your data. All data analyzed by Amazon Personalize is kept private and secure, and only used for your customized recommendations. You can start serving personalized recommendations via a simple API call. You pay only for what you use, and there are no minimum fees and no upfront commitments.

Amazon Personalize is like having your own machine learning personalization team at your disposal, 24 hours a day.


Create high-quality recommendations

Delivering personalization to individuals at scale requires a combination of the right data and the right technology. The algorithms used by Amazon Personalize are designed to overcome common problems when creating custom recommendations – such as new users with no data, popularity biases, and evolving intent of users – to deliver high-quality recommendations that respond to specific needs, preferences, and behavior of your users.


Own the moment with real-time recommendations

Timing is everything. If a customer has spent time browsing products on your site, you need to understand what they're looking for and respond with the right recommendations before they move on to another site. Amazon Personalize can blend real-time user activity data with existing user profile and product information to identify the right product recommendations for your users at that moment. With Amazon Personalize you can also easily add real-time personalization to your applications, to surface the most relevant video or article to a user.

Personalize every touchpoint along the user journey

Amazon Personalize enables companies to provide a cohesive and unique experience for every user across all channels and devices. Personalized recommendations from the model can be easily integrated into websites, mobile apps, or content management and email marketing systems, via a simple API call. Everything from on-site search, product sorting, recommendations and offers and can be tailored to individual users.

Deliver personalization within days, not months

With Amazon Personalize, you can generate a custom personalization model in just a few clicks. Amazon Personalize automates and accelerates the complex machine learning tasks required to build, train, tune, and deploy a personalization model – so you can start delivering relevant experiences for your users quickly.

How it works


Use cases

Personalized recommendations

Product and content recommendations tailored to a user’s profile and habits are more likely to result in a conversion. Rather than providing a single, uniform experience, Amazon Personalize can help applications and websites tailor content to a user’s behavior, history, and preferences, boosting engagement and satisfaction. For example, a video streaming website can help users discover additional shows that they may be interested in by providing recommendations on the home screen based on past viewing habits and demographics. Once users begin to drill down into individual programs, similar content within the same genre that they may be interested in can be also be displayed.

Many online users are frustrated by irrelevant search results and the inability to find the specific item they’re looking for. For an optimal user experience, search results should consider each user’s preferences and intent to surface products that are relevant to the individual, not just to the search term. Amazon Personalize can improve site search results for individual users by reranking search results using the behavioral data from past application interactions for that user. For example, an ecommerce retailer can personalize search results — leveraging a shopper’s recent views, purchase history, and preferences to boost product discovery and customer satisfaction.

Personalized notifications

Marketing promotions based on a user’s behavior are more likely to convert because they align to their interests and context. Amazon Personalize helps ensure that each user receives the most relevant marketing communication, so you can better reach them with the right message at the right time. For example, a retailer can use Amazon Personalize to select the most appropriate mobile app notification to send based on a user’s location, buying habits, and discount amounts that have previously driven them to act rather than simply sending a generic promotion and hoping for the best.

Customer and partner success

Lotte Mart

Lotte Mart, a division of Lotte Co., Ltd., is a leading South Korean retailer that sells a variety of groceries, clothing, toys, electronics, and other goods.

“To enable us to be more customer centric, scale our reach, and increase uptake by users, we turned to Amazon Personalize to help more than 600,000 users of our M Coupon mobile app 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 addition, Amazon Personalize has helped to increase the sales of products that customers have never purchased before by 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


PATH’s mission is to end homelessness for individuals, families, and communities. PATH envisions a world where every person has a home. PATH helps people find permanent housing while providing case management, linkages to medical and mental healthcare, benefits advocacy, employment training, and other services to help them maintain their homes stably. Since 2013, we have connected more than 8,500 people to permanent homes.

“With the integration of Amazon Personalize, we have been able to match over 550 individuals experiencing homelessness with housing as part of our LeaseUp program. This innovative web portal has allowed PATH and the LeaseUp team to engage more than 1,100 landlords and make available nearly 2,000 units, connecting those in need with available housing units. Amazon Personalize captures relevant information about available units of housing so case managers can recommend the best possible housing option to their clients. With improved outcomes powered by Amazon Personalize we are now taking our platform to help the more than one hundred thousand homeless throughout the state of California find a home.”

Joel John Roberts, CEO, PATH


Segment is an APN Advanced Technology Partner whose customer data infrastructure collects, schematizes, and loads all of your customer interactions so you can get a 360-degree view of your customer and enable real-time personalization without complicated setup or maintenance. 

“Today’s consumers expect real-time personalization and recommendations, yet the reality for most companies is that the amount of engineering required makes that experience very hard to create, let alone deliver. Amazon Personalize brings Amazon’s world-class machine learning technology to every company. By combining it with Segment’s Customer Data Infrastructure, our customers can deliver these highly individualized recommendations at scale and in real time. We have been impressed and plan to extend its functionality for Segment with further integration in the future.”

Tom Pinckney, Head of Partnerships, Segment


Inawisdom is an APN Advanced Consulting Partner with the AWS Machine Learning Competency. Their ML practice enables customers to outperform the market by discovering value within their data through implementing advanced analytics with AI and ML techniques.

“Personalize allows us to accelerate initial recommendation system implementations three times faster than before, with the first recommendations engine running within hours. More targeted personalized communications and recommendations is a significant business priority for key sectors stakeholders and working with Personalize has already led to a 300% increase in recommendation system engagements across our Retail and Finance Sector customers.”

Neil Miles, CEO, Inawisdom

Daemon Solutions

Daemon Solutions is an APN Advanced Consulting Partner that believes technology can help people do better work. They’ll help you to bridge the gap between where you are now and where you want to be. 

“Our customers in Retail, Media, Finance and beyond are looking to transform their technology to do better work in the world and serve customers in increasingly personalized ways. Amazon Personalize provides us, and them, a tool to quickly adopt some of the most advanced techniques in data science for improved recommendations across digital experiences. With Amazon Personalize, we can offer state of the art solutions to customers that can be tried, tested, and adopted in days instead of months.”

Akram Dweikat, Head of Machine Learning & Artificial Intelligence, Daemon Solutions


PEAK is an APN Advanced Consulting Partner with the AWS Machine Learning Competency. Their AI service helps businesses grow using data, providing customers with the technology and skills needed to become data and AI-driven. 

“In today’s world, rapidly harnessing the power of data is the key to driving sustainable business growth. With Amazon Personalize, we’re able to help clients use deep learning with the data they readily have available to rapidly produce real-time recommendations for their customers to improve sales and increase retention. Because Amazon Personalize provides easy to use APIs to generate and provide the recommendations, it’s easy to integrate the results into existing applications and see business value quickly. We believe the combined offering of Peak and Amazon Personalize has both the technology and outcome focused approach needed by the market today.”

Richard Potter, CEO, Peak

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