Amazon has filed a lawsuit against Perplexity AI due to the use of its Comet tool, which allows for automatic purchases on e-commerce sites, including its own platform. Amazon claims that this practice could compromise security and be characterized as fraud, by disguising automated browsing as human activity.
The real concern of Amazon
In its defense, the legal team of Perplexity argues that Amazon’s real concern lies in its advertising business, fearing that its ability to sell products to human users may be hindered if AI agents use the platform to make purchases. They claim that AI agents have no eyes to see the advertising that Amazon floods its users with.
Amazon countered this claim, emphasizing that its real concern is not lost advertising, but that customers might stop taking advantage of offers, recommendations, and the ability to find cheaper products or reduce shipping costs. Additionally, the online retail giant suggests that any resulting financial damage may not be easily compensated, as it is impossible to calculate how many customers avoided its store due to missed opportunities.
This case raises significant concerns for the marketing sector and the direct relationships between retailers and consumers, as the use of automated shopping tools could cannibalize advertising revenue. Industry experts warn that the advancement of AI-assisted shopping could pose an existential threat to retail media.

Despite the dispute, Amazon is not completely rejecting AI technology; it has established partnerships with other artificial intelligence companies, including an agreement with OpenAI, and is developing its own AI commerce tool called Rufus. The evolution of this case is being watched with great interest, as it could redefine the economic model of advertising and business relationships in the sector.