Amazon vs Perplexity AI: Who will win the online shopping war

Technology Nov 05, 2025

Amazon and Perplexity AI are clashing over who gets to shape the future of online shopping.
Amazon has issued legal threats demanding that Perplexity block its AI from making purchases on its site, citing a significantly degraded shopping and customer service experience.
Perplexity argues this move limits competition and makes it harder for new ideas to thrive.

Meanwhile, Amazon is working on its own AI shopping assistants

While these two battle it out, Amazon is rolling out its own AI helpers like "Buy For Me" and "Rufus" to make shopping easier.
The fight highlights bigger questions about how much control tech giants should have—and whether shoppers will get more choice or just more of the same.