Amazon(US:AMZN) CNBC·2025-12-24 12:00Core Insights - Amazon is adapting to the rapid evolution of AI in e-commerce, with CEO Andy Jassy highlighting the potential of AI agents to transform shopping experiences [1][2] - The company is actively seeking to establish strategic partnerships in "agentic commerce" to maintain its competitive edge [2] - Amazon's defensive strategies include blocking external AI agents from accessing its website and pursuing legal action against competitors [8][9] Group 1: AI and E-commerce Trends - AI-powered shopping agents are emerging as a significant trend, with consulting firm McKinsey projecting that agentic commerce could generate $1 trillion in U.S. retail revenue by 2030 [4] - Morgan Stanley anticipates that nearly half of American shoppers will use AI agents by 2030, potentially adding $115 billion to U.S. e-commerce spending [10] - Current consumer behavior shows that a mid-single digit percentage of purchases begin through AI, with a significant increase expected over time [11] Group 2: Competitive Landscape - Competitors like Walmart and Shopify are adopting a "frenemy" strategy, partnering with AI companies while developing their own tools [6] - Amazon's recent legal actions against Perplexity highlight the competitive tensions in the market, as the company seeks to protect its data and customer relationships [9] - Some companies are experimenting with allowing AI agents to access their platforms while setting boundaries to protect proprietary data [15][17] Group 3: Amazon's AI Initiatives - Amazon has launched its own AI shopping chatbot, Rufus, which has been enhanced to suggest products from various sites and auto-buy items for Prime members [19] - The company is testing new features for Rufus, including creating custom shopping guides, indicating a commitment to developing its AI capabilities [19] - Amazon's approach reflects a "leader's dilemma," where its significant market share presents both opportunities and risks in the evolving landscape of AI-driven commerce [20]