Amazon Web Services (AWS) will license its in-house artificial intelligence technology to external retailers. The new AWS Agentic Shopping Assistant utilizes the same technology powering Amazon’s Alexa for Shopping. This internal tool generated nearly $12 billion in incremental sales during 2025.
The launch continues Amazon's strategy of commercializing internal systems like its cloud infrastructure and cashier-less technology. Retailers can use the tool to build custom AI assistants that answer customer queries and offer personalized inventory recommendations. Implementation of the technology requires approximately 60 days.
Tapestry Inc. brand Kate Spade became an early adopter by launching an AI-powered gift concierge. This move positions Amazon in direct competition with Google and Microsoft in the e-commerce AI sector.