Amazon And Google Redesign Shopping Around AI Judgment

By PYMNTS
Publication Date: 2026-01-05 09:00:00

Let’s start with Amazon. In a recent article published on its site the company outlines how it is applying generative and agentic artificial intelligence (AI) to simplify online shopping by reducing the effort required to find, compare and evaluate products. Amazon frames the challenge as one of scale: With hundreds of millions of items available across dozens of categories, choice can become friction.

To address this, Amazon has expanded AI-driven search and discovery tools that move beyond keyword matching to interpret customer intent, using signals such as reviews, price sensitivity, delivery speed, return rates and prior browsing behavior. The goal, according to the company, is to help customers arrive at confident decisions faster, especially in complex categories where comparisons are time-consuming.

The article also details how these capabilities are being delivered through new, more conversational and agent-like interfaces. Amazon points to tools such as Rufus, its…

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