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Amazon Positions Alexa for Shopping to Counter Third-Party Agents

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Amazon Positions Alexa for Shopping to Counter Third-Party Agents

The rise of artificial intelligence agents that shop for their users could present a challenge to Amazon’s status as a first stop for shopping and a place for advertisers to reach consumers, The Wall Street Journal reported Sunday (Nov. 1).

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If AI agents like Meta‘s Muse find and buy products, they will replace human browsing and the impact of ads, according to the report.

When Amazon blocked Muse from shopping on its site, even as Walmart and Shopify embraced shopping agents, some observers said this could make the retailer vulnerable as more consumers choose to use agents, the report said.

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The report highlighted an Oct.7 post on X in which Silicon Valley investor Paul Graham wrote: “Amazon banning agents is the first opportunity I’ve seen since Amazon was founded for a startup to create an Amazon competitor. People will want agents to buy stuff for them.”

Amazon CEO Andy Jassy dismissed any threat from AI agents during a Thursday (Oct. 29) earnings call, saying that few consumers are using agents to shop, the user experience of the agents is not great and Amazon’s own Alexa for Shopping “is going to be the primary shopping agent customers use to shop Amazon,” per the report.

The PYMNTS Intelligence report “ Will the 2026 Shopping Season Go Agentic?


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