AWS Launches AI Shopping Assistant for Global Retailers

Amazon Web Services has introduced a retail solution that could shift how brands approach conversational commerce. The offering allows retailers to deploy AI shopping assistants built on the same infrastructure that powers Alexa for Shopping, without ceding customer relationships to third-party platforms.

AWS announced the launch on 27 May, positioning the service as an alternative to generic AI shopping tools from OpenAI, Google and Perplexity. Those platforms have faced obstacles when attempting to onboard retail partners.

The solution will be managed by the AWS Generative AI Innovation Center, a team that helps customers design and implement AI systems. This dedicated support structure reflects AWS's strategic commitment to capturing market share in the rapidly expanding conversational commerce sector.

Brand control in conversational commerce

Retailers choosing not to build proprietary AI interfaces risk becoming dependent on general-purpose platforms that may promote competitors. According to AWS, conversational shopping sessions convert at 3.5 times the rate of traditional keyword search.

The financial case for maintaining direct customer relationships through AI agents could therefore be substantial. Third-party platforms create an intermediary layer between brands and buyers, diluting ownership of the shopping experience.

The AWS solution uses the foundation of Alexa for Shopping but includes components tailored to each retailer's product catalogue and customer base. Each deployment is customised to match brand voice rather than offering static chatbot responses.

Businesses receive architecture guidance, starter code and support from AWS experts and system integrator partners. This package aims to enable organisations to launch conversational shopping experiences in weeks rather than years.

The speed to market advantage addresses a critical business challenge. Retailers face mounting pressure to modernise digital touchpoints whilst competitors accelerate their own AI implementations. AWS's framework reduces technical barriers that have historically prevented mid-market retailers from accessing enterprise-grade AI capabilities.

Kate Spade addresses gift-buying anxiety

Kate Spade launched the Kate Spade AI Gift Concierge on 13 April 2026, becoming an early adopter of the technology. The luxury fashion brand built the assistant using Amazon Bedrock AgentCore to address gift purchasing stress.

The brand recognised that 53% of shoppers report stress during gift purchases. The digital agent engages users in dialogue about occasion, recipient and style to translate uncertain consumer intent into product recommendations.

The interaction model was informed by consumer behaviour data from millions of questions asked on Alexa for Shopping. The experience uses the Haiku 4.5 model from Anthropic, with Amazon Bedrock providing the framework for observability, authentication and evaluations.

The team completed approximately two and a half months of testing before launching the solution to customers. This relatively compressed timeline demonstrates the operational efficiency gains possible through AWS's pre-built infrastructure components.

Yang Lu, Chief Information and Digital Officer at Tapestry, the parent company of Kate Spade, says: "We are excited about the possibilities agentic commerce can bring to our customers. AWS brought the recipe, but together we built the customisation our consumers needed."

Industry moves toward agentic commerce

Consumer expectations are moving away from static ecommerce grids toward conversational interfaces. Brands across the industry have been implementing gen AI to move beyond transactional workflows.

Online fashion retailer ASOS has similarly integrated AI services from Microsoft across its value chain. The move represents a broader industry pattern of embedding cloud and AI capabilities into retail operations.

By providing retailers with access to Alexa's infrastructure, AWS enables brands to maintain ownership of customer conversations. The approach transforms grid-based product displays into guided shopping experiences.

The solution addresses a commercial challenge where retailers must choose between building expensive proprietary systems or adopting third-party tools that reduce brand differentiation. AWS positions its offering as a middle path that preserves brand identity while reducing development timelines.

The competitive dynamics in retail technology are shifting rapidly. Brands that delay AI adoption risk losing ground to competitors who can offer more intuitive shopping experiences. AWS's solution lowers the entry threshold whilst maintaining the customisation necessary for premium brand positioning.