Amazon Web Services (AWS) is making Amazon’s AI shopping technology available to retailers, allowing brands to build conversational shopping assistants on its cloud infrastructure.

The move targets growing demand from ecommerce companies seeking tools that can guide customers through product discovery and purchasing using natural language.

The system is based on Amazon’s internal AI shopping tools and is designed for retailers that want to add similar features to their own websites and apps.

It is delivered through AWS cloud services, meaning companies deploy and run the technology on Amazon’s infrastructure rather than installing standalone software.

Retail access

AWS says retailers can use its platform to create AI shopping assistants tailored to their own product catalogues and customer data. The tools are built using AWS services such as Amazon Bedrock and other cloud-based AI components.

The company describes the system as a way for retailers to offer conversational shopping experiences, where customers can ask questions, compare products and receive recommendations in real time.

AWS positions the technology as a response to a wider shift in online retail, where search-based shopping is increasingly being supplemented by AI-driven interaction.

Cloud deployment

The AI shopping assistant is delivered as a managed cloud service rather than a traditional software product. Retailers access it through AWS infrastructure and pay based on usage, consistent with standard cloud computing models.

AWS says this approach allows companies to deploy an AI assistant more quickly than building one from scratch. The company claims deployment can take around two months depending on configuration and integration needs.

The system also allows retailers to control how the assistant behaves, including how it reflects brand tone and how it uses product data.

Retail adoption

Early adopters include fashion brand Kate Spade, which has tested an AI-powered gift assistant built using AWS tools. The assistant is designed to help customers choose gifts based on occasion, preferences and style.

AWS says retailers are exploring AI shopping assistants as competition grows in ecommerce, with companies aiming to improve conversion rates and customer engagement.

Industry adoption remains at an early stage, with retailers still assessing performance, accuracy and customer trust. Analysts expect further development as AI becomes more embedded in online retail experiences.