Amazon Eyes Products It Doesn't Sell in AI Shopping Tussle Moz Farooque ACCA Fri, November 13, 2026 at 11:53 AM EST 2 min read AMZN -0.69% Trade AMZN on Coinbase Trading disclosure Trading disclosure The above button links to Coinbase. Yahoo Finance is not a broker-dealer or investment adviser and does not offer securities or cryptocurrencies for sale or facilitate trading. Coinbase pays us for certain activity generated through this link. Prices displayed are informational.
Amazon (NASDAQ:AMZN) is exploring a catalog that would cover products it doesn't sell, Reuters reported Friday. The idea is to give shoppers fewer reasons to leave Amazon when they're comparing products. That matters for shareholders because AI shopping agents can steer customers to rival retailers before they ever see a sponsored listing on Amazon.
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The internal proposal, called World Product Graph, would collect details such as specifications, model release dates and color options from brands and other retailers' websites. Reuters reported that the draft included an October 2027 target date. Amazon said the document was outdated and might not reflect its current plans.
The proposal targets a gap in how people shop online. In 2025 research cited by Reuters, Morgan Stanley found that 57% of online shoppers started product research on Google, versus 16% on Amazon. When shoppers already knew what they wanted, Amazon led Google 41% to 23%.
Amazon already has a way to put that data to work. Its Alexa for Shopping assistant can compare products, track prices and make purchases. Amazon says more than 400 million customers worldwide used its AI shopping assistance over the past year. Advertising services generated $19.6 billion in the September quarter, up 11% year over year.
The holiday shopping season offers an early test of whether Alexa's expanding U.S. text-to-shop rollout brings customers back and turns more product searches into orders. Amazon's next earnings report will provide a broader read through advertising and third-party seller services growth. Repeat use and purchase conversion would give investors a clearer measure of the assistant's impact if Amazon discloses them.
For the proposed catalog, confirmed brand partnerships would show whether Amazon can keep product information current at scale. If rival agents become the place shoppers start, Amazon could still fulfill orders while losing some opportunities to sell ads along the way.
