Amazon Web Services (AWS) launched the AWS Agentic Shopping Assistant (ASA) to help retailers build custom AI tools. This service utilizes the same technology powering Amazon’s internal Rufus and Alexa+ chatbots. AWS is offering this tool to external businesses, including direct retail competitors.
Retailers can deploy these AI agents in as little as 60 days using AWS technical support. Tapestry, the parent company of Kate Spade, used this technology to launch an AI Gift Concierge in April. This move commercializes Amazon's internal e-commerce infrastructure for the broader market.
The initiative creates a new revenue stream by integrating Amazon’s AI into the global retail ecosystem. This strategy may establish a long-term industry dependency on Amazon for data and customer interaction.