Amazon Evaluates How to Work With or Compete Against AI Shopping Agents

Amazon is exploring ways to collaborate with AI shopping agents while simultaneously developing its own tools to reduce reliance on third-party services. As external agents like OpenAI’s Operator gain traction, Amazon is considering building a system that allows such agents to “speak” with its platform, providing real-time data like inventory and shipping details. At the same time, Amazon is tightening legal policies around agent access and pushing its own AI tools like Rufus and Buy for Me to keep users on-site and protect its $56 billion advertising business.