Amazon balances AI shopping agents with site control to protect ad revenue
Amazon is navigating the AI agentic boom by implementing guardrails to prevent shopping agents from disrupting its traffic and ad revenues, while exploring ways to benefit from the trend.
The Insight
Amazon is grappling with how to capitalize on the AI agentic boom without allowing shopping agents unrestricted access to its platform, according to a report by The Information. The company aims to strike a balance between embracing AI-driven commerce and protecting its core business interests.
The Quandary
Amazon fears that widespread adoption of AI shopping agents could reduce direct traffic to its app and website, potentially harming its lucrative ad business and its position as shoppers' primary destination. This concern is shared by other retailers, including DoorDash, which expressed similar reservations during discussions with OpenAI about its Operator agent.
Amazon CEO Andy Jassy fervently believes AI agents will become integral to how people live and shop, making outright rejection of them impractical. This has led retailers to seek middle-ground solutions that allow controlled agent interactions while meeting consumer demand for AI-powered shopping tools.
Amazon's Strategy
Unlike Instacart and eBay, which quickly partnered with AI companies, Amazon is proceeding cautiously. The retail giant recently updated its legal policies to:
- Prohibit agent behavior that mimics humans
- Block attempts to circumvent bot-detection measures like captchas
- Reserve the right to restrict agent access at its discretion
Rather than redesigning its site for easier agent scanning, Amazon—like Walmart—is focusing on developing its own AI agents to interface with external tools. This approach aims to:
- Avoid pitfalls like inaccurate pricing and product recommendations
- Maintain control over the shopping experience
Amazon is also promoting its own AI tools, including the Buy for Me shopping agent, which lets users purchase non-Amazon products without leaving the site. The company hopes increased adoption of these features will reduce reliance on third-party alternatives, though this dynamic may shift as AI agents become more embedded in daily life.
Industry Implications
While agentic commerce remains niche, retailers—especially those with retail media businesses—must prepare for its potential to disrupt site monetization. The rise of AI shopping agents could fundamentally alter:
- Traffic patterns
- Advertising models
- Customer acquisition strategies
For deeper analysis: Read our report on AI Agents and the Customer Journey.
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About the Author
Alex Thompson
AI Technology Editor
Senior technology editor specializing in AI and machine learning content creation for 8 years. Former technical editor at AI Magazine, now provides technical documentation and content strategy services for multiple AI companies. Excels at transforming complex AI technical concepts into accessible content.