Andy Jassy says outside AI shopping agents still aren't better than buying directly, on Amazon earnings call
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| Source: Techmeme | Original article
Amazon CEO Andy Jassy told investors that external AI shopping agents remain less effective and convenient than shopping directly on Amazon.
Amazon’s chief executive Andy Jassy used the company’s Q3 2025 earnings call to downplay the threat posed by third‑party AI shopping agents. Referring to offerings such as Meta’s Muse, Jassy told analysts that external agents are “still not great, nor more convenient than coming to a retailer directly.” He added that these bots account for only a “very small slice” of Amazon’s referral traffic and have had a negligible impact on the firm’s advertising business.
The comments come a month after Amazon blocked Meta’s popular AI‑driven shopping assistant, a move that sparked speculation about a broader defensive strategy. Jassy’s remarks suggest the e‑commerce giant does not see current external agents as a material competitive risk, at least for now. By emphasizing the limited reach of these bots, Amazon signals confidence that its own platform remains the preferred gateway for shoppers, while also hinting that any future disruption would have to overcome significant usability hurdles.
Why it matters is twofold. First, AI‑powered shopping assistants are being touted as the next frontier for e‑commerce, promising to streamline discovery and purchase across multiple retailers. If they were to gain traction, they could siphon traffic and ad spend away from Amazon’s core marketplace. Second, the company’s stance informs investors about how Amazon plans to navigate the emerging AI ecosystem—whether by reinforcing its own AI capabilities, forming selective partnerships, or continuing to block rival agents.
Going forward, analysts will watch for any shift in Amazon’s policy toward third‑party agents, including potential partnership talks that were hinted at in a December 2025 briefing. Updates on the performance of AI shopping assistants in the broader market, and any subsequent statements from Jassy on the topic, will be key indicators of how the rivalry between large retailers and AI platforms evolves.
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