Amazon Sells Alexa Shopping AI to Rivals via AWS in $3.1T Agentic Race

On May 27 Amazon launched the AWS Agentic Shopping Assistant, packaging its Alexa for Shopping technology so rival retailers can deploy branded AI agents in as little as 60 days. Kate Spade is already live. The move follows the May 13 retirement of Rufus and rollout of the unified Alexa for Shopping assistant, which combined Rufus’s 300-million-user base and 115% MAU growth with Alexa+ personalization that drives 3x higher purchase rates on Echo Show. Alexa for Shopping generated nearly $12 billion in incremental sales last year. Accenture projects AI agents will power over 30% of online commerce, or roughly $3.1 trillion, by 2030.