To accurately model user preference information and ensure the symmetry or similarity between real user preference and the estimated value in product optimization design, an interactive estimation of a distribution algorithm integrated with surrogate-assisted fitness evaluation (SAF-IEDA) is proposed in this paper. Firstly, taking the evaluation information of a few individuals as training data, a similarity evaluation method between decision variables is proposed. Following that, a preference probability model is built to estimate the distribution probability of decision variables. Then, the preference utility function of individuals is defined based on the similarity of decision variables. Finally, the surrogate-assisted fitness evaluation is realized by optimizing the weight of the decision variables’ similarities. The above strategies are incorporated into the interactive estimation of the distribution algorithm framework and applied to address the optimal product design problem and the indoor lighting optimization problem. The experimental results demonstrate that the proposed method outperforms the comparative method in terms of search efficiency and fitness prediction accuracy.