AI agents are reshaping e-commerce
In e-commerce, true turning points are rare. Most of the time, progress comes in small, steady steps — new ad formats, interface tweaks, faster logistics. But today, the industry is on the edge of something far bigger: the rise of AI agents that are starting to shop on our behalf.
While experts are still debating the implications, consumers have already taken the leap. A recent Omnisend survey shows that nearly 60% of Americans use generative AI tools for online shopping, and one in four say ChatGPT outperforms Google for product research. For millions of shoppers, AI has quietly become a trusted personal assistant — filtering noise, finding deals, and simplifying decisions.The Rise of Emotionless Shoppers
AI agents are changing the very nature of consumer behavior. Unlike humans, they don’t act on impulse or emotion — they compare data, evaluate reviews, and make decisions based on logic. For sellers, this shift raises a new question: how do you convince not just people, but algorithms, that your product deserves to be in the cart?
In a sense, commerce is returning to its roots. What matters now is not flashy marketing, but the measurable value of your offer — price, ratings, delivery speed, and clarity of information. Anything that can be translated into data becomes a competitive advantage.Retailers Are Embracing the Change
Interestingly, not every marketplace sees AI agents as a threat. Research by PSE Consulting found that major U.S. and U.K. retailers — from Walmart to eBay — are welcoming agentic commerce as a new way to attract customers. Their logic is simple: if millions of shoppers are about to delegate buying decisions to smart assistants, it’s wiser to adapt than to resist.
Many platforms are choosing to identify and understand these AI-driven “buyers” instead of blocking them outright. The approach marks a new kind of segmentation — not “women 25–34,” but “AI assistants purchasing on behalf of smartphone users.”Amazon Takes a Different Path
And then there’s Amazon, the company that usually defines the direction of global e-commerce. This time, however, Amazon has chosen the opposite strategy. While developing its own AI solutions — like the Rufus chatbot and the experimental “buy-for-me” feature — the company is actively blocking external AI crawlers. Its robots.txt file excludes OpenAI, Anthropic, and other major AI platforms, while AWS firewalls detect and filter automated traffic.
The reasoning is clear: Amazon wants to maintain full control over the customer experience and data monetization. If the entire shopping journey happens within the Amazon ecosystem, it strengthens their dominance. Allowing external AI systems access would dilute that control — and that’s something Amazon is unwilling to risk.Sellers Between Two Worlds
So what does this mean for Amazon sellers? In short, they now live in two overlapping realities. Inside Amazon, success still depends on precision and automation — from API integrations and real-time analytics to hybrid fulfillment strategies. As highlighted at Amazon Accelerate, manual workflows are no longer sustainable.
Outside the platform, however, a new layer of consumer decision-making is forming — one driven by AI assistants that research and compare products across the web. Even if Amazon keeps its gates closed, these tools will still influence purchasing decisions. That means sellers must learn to appeal both to human buyers and to algorithms that shape their choices.Growth Points for Brands
For brands and sellers, the path forward starts with data. The more accurate your product attributes, the cleaner your descriptions, and the richer your content, the more likely an AI agent will recommend you. Missing or inconsistent data can cost more than a poorly written ad.
Next comes reputation. Algorithms don’t care about storytelling — they care about ratings, reviews, and trust signals. A single percentage point in review quality can shift algorithmic preference.
Finally, automation is no longer optional. Sellers who integrate APIs, automate reporting, and rely on data-driven operations will adapt faster to both Amazon’s evolving systems and external AI-driven commerce.Competing for Algorithmic Attention
Is Amazon right to restrict access to outside agents? Perhaps. It keeps their ecosystem closed, data secure, and experience consistent. But the broader world is moving in a different direction. Consumers increasingly want to delegate routine decisions to AI; retailers are learning how to integrate those “buyers”; and brands must now design products and listings that appeal to rational, data-driven assistants.
We’re entering an era where success will depend not only on catching human attention — but on earning a place in AI recommendation lists. For Amazon sellers, that could become the defining challenge of the next decade.Book a call now…
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