Amazon Unveils AI Shopping Tech for Retailers Through AWS
Amazon is expanding its AI shopping technology beyond its own platform through Amazon Web Services (AWS). The company announced that retailers can use the service to launch customized AI-powered shopping features in as little as 60 days. This move comes as OpenAI, Google, and others are ramping up efforts in AI-driven commerce.
The e-commerce giant is positioning AWS as a neutral AI infrastructure partner despite competing directly with many retailers. Amazon's push into AI-powered shopping tools could expand its influence beyond its own online marketplace. The company has already been using the technology internally to help customers compare products, make purchases, and reorder items.
Luxury fashion brand Kate Spade is already using the service to power a gifting assistant, while more retailers are testing the platform. Amazon's AI shopping technology, previously known as Rufus, was rebranded as Alexa for Shopping earlier this month. The company made it a default feature in search queries on its platform.