Amazon is bringing its artificial intelligence shopping technology to third-party retailers through a new Agentic Shopping Assistant built on Amazon Web Services (AWS), marking a significant expansion of the company’s AI strategy beyond its own e-commerce ecosystem. Fashion brand Kate Spade is among the first retailers to adopt the technology.
AI shopping moves beyond Amazon
The new Agentic Shopping Assistant is designed to provide customers with a more personalised and interactive shopping experience. Unlike traditional search functions, the AI assistant can engage in natural conversations, answer product-related questions, provide recommendations and guide consumers through purchasing decisions.
Amazon says the platform leverages the same underlying AI capabilities that have transformed customer interactions across its own retail operations, now making those tools available to external merchants through AWS.
Kate Spade among early adopters
Luxury fashion brand Kate Spade has become one of the first companies to implement the technology. The retailer aims to enhance customer engagement by allowing shoppers to receive personalised style advice, product recommendations and instant assistance through AI-driven conversations.
The deployment reflects a broader trend within the retail sector, where brands are increasingly looking to artificial intelligence to improve customer experiences while reducing operational costs.
Growing competition in AI commerce
Amazon’s move places it directly into the rapidly expanding market for AI-powered retail services. Technology companies including Google, Microsoft, Salesforce and Shopify have all introduced AI solutions aimed at helping retailers automate customer service, product discovery and purchasing workflows.
Industry analysts view conversational commerce as one of the next major battlegrounds in artificial intelligence, with retailers seeking new ways to engage consumers and increase conversion rates.
AWS becomes a retail AI platform
The launch also strengthens AWS’s position as a provider of enterprise AI infrastructure. By offering advanced shopping capabilities as a service, Amazon hopes to attract retailers that may not have the resources to develop sophisticated AI systems independently.
The company believes that AI assistants will become a standard feature of online shopping in the coming years, helping customers navigate increasingly large product catalogues while creating more personalised digital experiences.
The future of online shopping
Retail experts suggest that agentic AI could fundamentally change how consumers interact with online stores. Instead of browsing through pages of products, shoppers may increasingly rely on conversational assistants capable of understanding preferences, comparing options and completing purchases.
As adoption grows, the technology could blur the line between customer service, personal shopping assistance and e-commerce transactions, creating a more seamless shopping journey.
With major brands already beginning to embrace the platform, Amazon’s latest initiative underscores the growing role of artificial intelligence as a core infrastructure layer for the future of retail.
Newshub Editorial in North America – 8 June 2026
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