AI Breakdown AI vs Marketplace: Amazon Fights Back
Nov 12, 2025
A legal battle brews as Amazon issues a cease-and-desist to Perplexity, aiming to preserve its shopping loyalty. Perplexity strikes back, alleging that Amazon's legal maneuvers stifle innovation. The discussion dives into the benefits of AI agents like Comet, which promise a better shopping experience compared to Amazon's cluttered interface. Jaeden questions the risks of requiring bots to self-identify, arguing that users might abandon Amazon for more friendly retailers if they block these agents.
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Agent Browsers Do Real Shopping Tasks
- Jaeden describes Perplexity's Comet browser and Atlas from OpenAI as AI browsers that can perform shopping tasks for users.
- He says these agents can autonomously search Amazon for specific items and preferences, improving user convenience.
Amazon Fears Being Front-Run
- Jaeden suggests Amazon's legal move is driven by fear of being front-run by third-party AI shopping tools.
- He reasons Amazon likely wants to protect its own Rufus AI and potential agentic shopping roadmap.
Amazon's Public Rationale
- Amazon argues third-party apps that make purchases must operate openly and respect merchants' participation.
- They claim agentic apps like Perplexity's Comet degrade shopping and customer service experience.