Amazon is officially entering the third-party AI retail market by offering its proprietary shopping technology to other businesses. Through Amazon Web Services (AWS), the company is now providing retailers with the architecture and starter code derived from its ‘Alexa for Shopping’ platform. This move allows external brands to integrate sophisticated AI shopping assistants into their own storefronts, with the company claiming that retailers can deploy these customized tools in as little as 60 days.

This strategy mirrors Amazon’s long-standing business model of transforming internal operational tools into commercial services, a path previously taken by its cloud computing division and its automated supply chain solutions. By packaging this technology under the AWS umbrella, Amazon aims to provide a sense of security for retailers who might otherwise be hesitant to share data with a direct competitor. Luxury fashion brand Kate Spade has already utilized the service to launch a specialized gifting assistant, marking the first major adoption of the platform.

The initiative arrives as the broader retail sector faces intense competition from AI-driven search and shopping agents developed by companies like OpenAI, Google, and Perplexity. While many major retailers are currently experimenting with a mix of internal development and third-party partnerships, Amazon is positioning its offering as a way for brands to maintain control over their customer experience. By encouraging retailers to build their own tools rather than relying on general-purpose intermediaries, Amazon is betting that industry-specific knowledge will remain the most valuable asset in the evolving landscape of digital commerce.