Today, Amazon Personalize is excited to announce a new Trending-Now recipe that will help customers recommend items gaining popularity at the fastest pace among their users. Amazon Personalize enables developers to improve customer engagement through personalized product and content recommendations – no ML expertise required. User interests can change based on a variety of factors, such as external events or the interests of other users. It is critical for customers to tailor their recommendations to these changing interests to improve user engagement. With Trending-Now, you can surface items from your catalogue that are rising in popularity faster than other items, such as breaking news articles, popular social content or newly released movies. Amazon Personalize looks for items that are rising in popularity at a faster rate than other catalogue items to help provide an engaging experience. Amazon Personalize also allows customers to define the frequency at which it identifies trending items, with options for refreshing recommendations every 30 mins, 1 hour, 3 hours or 1 day, based on the most recent interactions data from users.