Spotify Launches Personalized In-App Merchandise Hub Based Off Users’ Listening Preferences

Spotify has unveiled a fresh platform dedicated to artist merchandise.

On Monday, Spotify announced its exclusive in-app Merchandise Hub, offering personalized merch suggestions tailored to users listening preferences. Previously, users could buy artist merchandise from individual artist profiles, the Now Playing screen and release pages. However, now users can conveniently browse and access all artist merchandise in one centralized location.

Within the hub, users have the ability to peruse and click on merchandise items for additional details. When it comes time to make a purchase, users can seamlessly do so through the artist’s Spotify store, facilitated by a partnership with Shopify.

“The new merch hub on Spotify is the first-ever merch shopping experience that is tailored to an individual’s listening habits and fandom,” Heather Ellis, product marketing manager of Fan Monetization at Spotify, said. “Spotify pulls personalized recommendations for you. Specifically, into your merch hub experience, so offerings from your favorite artists find you. Not the other way around.”

Additionally, Spotify emphasizes that facilitating connections between listeners and ways to support artists is fundamental to realizing its mission of enabling artists to sustain themselves through their craft. This announcement coincides with the launch of a $19.99 per month “Superpremium” subscription tier. The subscription includes features like lossless audio, AI-generated playlists, advanced mixing tools, extended audiobook listening hours, and a personalized feature called “Your Sound Capsule.” This new tier is expected to enable users to filter their content library based on mood, activity, or genre.