Amazon Launches AI Tool to Match Pets with Adopters

New AI-powered platform helps connect shelter animals with loving homes

Apr. 9, 2026 at 10:21pm

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A highly detailed, glowing 3D macro illustration of a digital pet adoption platform interface, with neon cyan and magenta lights illuminating the various interactive elements. The interface feels futuristic and high-tech, representing the AI-powered matching capabilities of the system.Innovative AI technology helps bridge the gap between adoptable pets and loving families, empowering more successful matches and bringing joy to both animals and new owners.Glen Rose Today

Amazon has launched an innovative AI-powered tool that helps match adoptable dogs and cats with potential adopters based on their lifestyle and preferences. Developed in collaboration with PetArmor and Best Friends Animal Society, the tool uses natural language processing to interpret user queries and recommend personalized pet matches from Best Friends' nationwide network of shelters and rescue centers.

Why it matters

This campaign aims to help close the gap between the millions of adoptable pets in shelters and the many households looking to add a furry friend. By making the adoption process more personalized and engaging, the AI tool and supporting initiatives like custom shelter renovations and shoppable pet products could significantly increase adoption rates and bring the country closer to achieving 'no-kill' status for animal shelters.

The details

The AI-powered adoption hub allows users to submit text-based queries like 'I need a low-energy dog good for apartments' and receive tailored recommendations from Best Friends' database of adoptable pets. The tool analyzes factors such as temperament, energy level, living situation compatibility, and household composition to surface the best matches. Additionally, Amazon Ads created personalized, animated videos for featured pets to help potential adopters visualize life with their future companion. The campaign also includes investments in physical shelter infrastructure, a 'Stream It Forward' program on Fire TV that donates to Best Friends for animal-themed content views, and a shoppable hub for creating safe home environments.

  • The AI adoption matching hub launched in April 2026.
  • In February 2026, PetArmor and Amazon constructed a custom dog park and 'catio' at Glen Rose Animal Control in Texas, transforming the shelter into a more playful environment.

The players

Amazon

An American multinational technology company that focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence.

PetArmor

A leading brand of quality pet products that has collaborated with Amazon on this initiative.

Best Friends Animal Society

A leading national animal welfare organization dedicated to ending the killing of dogs and cats in America's shelters and making the entire country no-kill.

Lauren Anderson

The U.S. Head of Amazon Ads Brand Innovation Lab, who led the development of this campaign.

Julie Castle

The CEO of Best Friends Animal Society.

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What they’re saying

“The best part of working on this was aligning everything around one question: 'how do we help more of our country's adoptable pets in shelters find the healthy, happy homes they deserve?'”

— Lauren Anderson, U.S. Head of Amazon Ads Brand Innovation Lab

“Best Friends is working toward a day where no dog or cat has to die in a shelter simply because they don't have a safe place to call home. This innovative campaign will make a meaningful impact on the lives of dogs and cats around the country by giving people new ways to connect with adoptable pets, and we're honored to work alongside PetArmor and Amazon to bring it to life.”

— Julie Castle, CEO, Best Friends Animal Society

“For 15 years, PetArmor has protected pets from outdoor threats. Now we're protecting their chance at finding a loving home. By giving the adoptable dogs and cats AI-powered animated videos that visualize their future and building shelter spaces where they can show their personalities, we're removing the barriers between pets in shelters and the families who will love them.”

— Kyle Lembke, Sr. Brand Director, PetIQ

What’s next

The AI adoption matching hub is now live on Amazon.com, and the 'Protect Playtime' campaign will continue to roll out additional elements like the 'Stream It Forward' program on Fire TV and the shoppable pet product hub throughout 2026.

The takeaway

This innovative collaboration between Amazon, PetArmor, and Best Friends Animal Society demonstrates how technology and strategic partnerships can be leveraged to help more adoptable pets find loving homes, ultimately working towards the goal of making the entire country no-kill for dogs and cats in shelters.