Amazon has officially entered the field of text-based AI agents, announcing the launch of a new feature that allows customers to interact with its smart assistant Alexa via text messages to assist with shopping operations. This step comes at a time when major companies are seeking to enhance the user experience through natural conversational interfaces.
What is changing practically?
The new feature allows selected users in the United States to use natural language to search for products, add them to the shopping cart, and complete purchases directly through a text interface. In addition, the smart agent can manage shopping lists, monitor price changes, compare products, and check order statuses. The system also supports visual search, allowing users to share pictures of products or clothing to search for similar items on the Amazon platform.
Why does this news matter?
This step follows Amazon's decision last September to ban Meta's AI agent Muse from accessing its site data. This trend reflects Amazon's strategy to control the AI interaction experience within its own platform rather than relying on external agents. The company plans to develop Alexa's capabilities over time to learn user preferences and provide personalized recommendations based on their shopping behavior.
Availability and limitations
Amazon has begun sending invitations to a select group of customers in the United States to activate the feature, while providing a waitlist for those wishing to access it before the wider rollout in the coming weeks. This step comes ahead of the holiday shopping season, indicating the company's desire to test the text agent's efficiency in handling high demand pressure.
In doing so, Amazon follows the approach of other companies such as DoorDash, which decided to focus on developing its own text agent rather than allowing third-party agents to operate on its platform, confirming a shift in the e-commerce sector toward building internal AI agents to enhance direct consumer interaction.