Amazon Responds to AI Shopping Agents

Amazon is weighing whether to resist or accept the rise of artificial intelligence-powered shopping agents, that search for products and make purchases on behalf of users, CNBC is reporting.

AI shopping agents developed by companies including OpenAI, Google, Microsoft and Perplexity are beginning to change the way consumers approach online purchasing. Instead of manually searching through marketplaces, users can ask an AI agent to find the best products across multiple sites, evaluate reviews and even complete transactions.

Analysts estimate that this so-called agentic commerce could account for a significant share of online sales in the coming years, with some projections suggesting a large portion of ecommerce revenue may be influenced by AI tools by the end of the decade.

Amazon’s internal response to these tools has so far leaned toward defense. The company has updated its website code to block external AI agents from crawling and shopping on its platform, aiming to protect its marketplace from automated access that could undermine pricing structures and seller data. Major AI bots from several of the leading tech firms are reportedly included on the blocked list.

Despite this confrontational posture, Amazon also continues to invest heavily in its own AI shopping technology. The company’s internal shopping assistant, known as Rufus, integrates directly into the Amazon app and website to help customers find products, answer questions and guide purchasing decisions.

According to industry reports, Amazon credits AI features like Rufus with strong user engagement and believes these tools will play a growing role in driving sales and keeping shoppers within its ecosystem. If the company shuts out third party agents entirely, it may limit consumer exposure to its products through the very channels that are becoming popular entry points for online shopping.

Retailers and technology companies beyond Amazon are experimenting with similar technologies. Grocery chains and big box stores are incorporating AI assistants designed to shorten the time consumers spend browsing, suggesting meal plans or automatically building shopping carts based on preferences.