Amazon Web Services, Inc. announced the general availability of Amazon Personalize, bringing the same machine learning technology used by Amazon.com to AWS customers for use in their applications.

Amazon Personalize makes it easy to develop applications with a wide array of personalization use cases, including specific product recommendations, individualized search results, and customized direct marketing. Amazon Personalize is a fully managed service that trains, tunes, and deploys custom, private machine learning models. Amazon Personalize provisions the necessary infrastructure and manages the entire machine learning pipeline, including processing the data, identifying features, selecting algorithms, and training, optimizing, and hosting the results. Customers receive results via an Application Programming Interface (API) and only pay for what they use, with no minimum fees or upfront commitments.

“We are excited to share with AWS customers the expertise we’ve developed during two decades of using machine learning to deliver great experiences on Amazon.com,” said Swami Sivasubramanian, Vice President of Machine Learning, Amazon Web Services, Inc. “Customers have been asking for Amazon Personalize, and we are eager to see how they implement these services to delight their own end users. And the best part is that these artificial intelligence services, like Amazon Personalize, do not require any machine learning experience to immediately train, tune, and deploy models to meet their business demands.”

Amazon Personalize is available today in US East (Ohio), US East (N. Virginia), US West (Oregon), Asia Pacific (Tokyo), Asia Pacific (Singapore) and EU (Ireland) with additional regions coming soon.