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, Bonfire, Spring, Fourthwall, and others. The company announced that people are now able to create new products using AI prompts via the Alexa feature in its Shopping app. In doing so, anyone can turn their idea into a design that can be featured on items from apparel to tumblers and more available through Amazon’s print-on-demand