Amazon CEO Andy Jassy stated that third-party AI shopping agents currently generate only a minimal amount of referral traffic for the company. Their impact on Amazon's advertising business remains negligible, as the company actively blocks unauthorized data scraping to protect its product and pricing information.
In contrast, Amazon’s internal Alexa for Shopping tool has reached between 300 million and 350 million users over the last 12 months. Jassy noted that these users are 60% more likely to complete a purchase, with an average order value approximately 40% higher than that of non-Alexa users in the US.
To capitalize on this engagement, Amazon is introducing new advertising formats, including Sponsored Prompts and Branded Conversations, directly within the Alexa interface. These tools are designed to replace traditional sponsored search placements in a voice-driven shopping environment.
While Amazon currently limits the influence of external bots, the company is exploring potential future partnerships with third-party agents. Amazon aims to develop integration tools that would allow these external services to interact with its advertising ecosystem under controlled terms.
