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Amazon Offers AI Shopping Assistant Tech to Other Retailers

By Any May 27, 2026
Amazon is now allowing other online retailers to use the technology behind its Alexa for Shopping assistant through a new AWS service called the Agentic Shopping Assistant (ASA). The service enables businesses to build their own AI-powered chatbots for personalized product suggestions and customer inquiries, with Kate Spade being the first company to implement the technology.
Amazon Offers AI Shopping Assistant Tech to Other Retailers

Amazon Offers AI Shopping Assistant Tech to Other Retailers Amazon is moving to export the AI technology that powers its own shopping tools, positioning itself as the invisible engine behind chatbots on rival retailers’ sites.

Early development and internal success

Over recent years, Amazon has invested heavily in conversational commerce, culminating in a unified Alexa for Shopping assistant that merged its Rufus chatbot and Alexa+ experiences. Internally, the company says this AI assistant was used by more than 300 million customers last year and generated $12 billion in incremental sales, with conversational sessions converting at 3.5 times the rate of traditional keyword search.

Launch of AWS Agentic Shopping Assistant

On May 27, Amazon Web Services formally launched the Agentic Shopping Assistant (ASA), a packaged product that lets retailers build their own AI shopping assistants using the same underlying technology as Alexa for Shopping. The ASA bundles architecture guidance, starter code, and support from AWS’s Generative AI Innovation Center, enabling deployments “in roughly 60 days,” according to reporting on the new service.

First rollout with Kate Spade

The first real-world implementation arrived earlier, on April 13, when Tapestry — parent company of Kate Spade, Coach, and Stuart Weitzman — quietly launched an AI Gift Concierge on KateSpade.com. The concierge chats with shoppers about the occasion, recipient, and style, then turns that into curated product recommendations, and is described as the first production-ready retail AI assistant built with Amazon Bedrock AgentCore.

How Amazon pitches retailers

From the retailer perspective, Amazon is offering a shortcut: they bring product data, business rules, and brand voice, while AWS provides the technical foundation on Amazon Bedrock, AgentCore, and OpenSearch. Another account notes that Amazon is now “selling access to the tech behind its Alexa for Shopping assistant,” enabling brands like Kate Spade to create chatbots that deliver personalized recommendations with images and pricing and answer store policy questions.

Broader industry implications

Analysts say this move could help traditional retailers avoid being disintermediated by third‑party AI interfaces, while still relying on Amazon’s cloud and AI stack for speed and scale. At the same time, it deepens Amazon’s role as both competitor and infrastructure provider across ecommerce.

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