Amazon Blocks Google AI Shopping Tools From Its Platform

Amazon has reportedly taken steps to block artificial intelligence (AI) shopping tools from accessing its website, including those developed by Google, Perplexity, Anthropic, and OpenAI. The eCommerce giant updated its site’s code to restrict these AI agents, according to a report by The Information.

Key Details:

• AI Tools Blocked: Amazon’s updated code prevents AI-powered shopping assistants from scraping or displaying its product listings in search results.
• Impact on Search: Tests showed that queries for Amazon products via Perplexity and ChatGPT returned results from other retailers but not Amazon.
• Retailer Strategies: While Amazon is taking an aggressive stance, competitors like Shopify and Walmart are adopting different approaches—Shopify with narrower restrictions and Walmart with a wait-and-see attitude.

Broader Implications:

• Shift in Product Discovery: AI tools could disrupt traditional shopping funnels, reducing direct traffic to retailer websites. Michael Morton, senior analyst at MoffettNathanson, warns that AI integration may collapse the product discovery process, forcing retailers to adapt.
• Retailer Concerns: If AI agents handle product searches and recommendations, retailers risk losing visibility in the eCommerce ecosystem.
• AI Arms Race: Amazon and Walmart are leveraging AI to protect their market positions, signaling a broader transformation in retail.

Expert Insight:

"The product discovery funnel is going to collapse as a result of consumers integrating AI into their shopping experience," said Michael Morton. "Everyone positioned to profit from that discovery will see their business model change."

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