Amazon (AMZN) has told AI startup Perplexity that its shopping bot is not welcome on its marketplace. Perplexity said Amazon asked it to stop letting users send AI agents to search for and buy products on the platform. The startup called the move “bullying” and claimed it was standing up for user choice.
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Amazon responded that outside AI agents can harm the shopping experience. It stated that they often provide incorrect prices, delivery times, or product details. Chief Executive Officer Andy Jassy added on a recent earnings call that these agents lack personalization and data from user history, which can make their results unreliable.
Although Amazon’s reply was measured, the conflict highlights a deeper issue. AI tools like Perplexity’s agent could cut into Amazon’s ad business, which generates tens of billions of dollars each year. When shoppers let an AI handle buying, they skip ads and sponsored listings that drive a major share of Amazon’s profit.
Why It Matters for E-Commerce
AI agents are designed to shop on behalf of users, comparing prices and placing orders automatically. That could make online buying faster and easier, but it also threatens how marketplaces make money. If AI agents choose what to buy based only on price and reviews, paid listings lose value.
As a result, Amazon wants to control how AI interacts with its site. Instead of letting outside agents browse freely, it may offer approved access through official tools or partnerships. This approach would keep user data and the buying process inside Amazon’s ecosystem while it builds its own agent, called Rufus.
Other large tech firms like Alphabet (GOOGL) and Alibaba Group Holding (BABA) are taking similar steps. Each wants to manage how AI assistants handle commerce to avoid losing ad income or customer loyalty.
Potential Winners and Losers
If AI agents become common, companies ready to work with them could gain. Shopify (SHOP) and Salesforce (CRM) are building AI tools for sellers that help with pricing and product listings. These could make them key players in an agent-driven market.
Meanwhile, smaller retailers that depend on ad clicks or discovery traffic could lose. Their sales may fall if users rely on agents that skip ads. Platforms that do not allow safe and clear AI connections may also see lower engagement over time.
In banking, the shift could favor fintech firms and open-API banks that allow secure AI access for payments and transfers. Traditional banks that stay closed to automation may find it harder to attract younger, digital-first users.
The Bottom Line
Amazon’s dispute with Perplexity is about more than one shopping bot. It shows how AI is beginning to change the way people buy and pay online. For now, Amazon is protecting its platform and its ad revenue. Over time, though, both tech and finance firms will need to decide whether to block AI agents or learn how to work with them.
Is Amazon Stock a Buy, Sell, or Hold?
On the Street, Amazon boasts a Strong Buy consensus based on 42 assigned ratings. The average AMZN stock price target stands at $295.35, implying an 18.05% upside from the current price.
