HomeAmazon Launches AI Shopping Assistant for Retailers Including Kate Spade
Amazon is extending its AI shopping capabilities to external retailers via a new Agentic Shopping Assistant built on AWS, with Kate Spade among the initial brands to adopt it.
This service enables retailers to create AI shopping assistants for their own websites and apps. According to Amazon, each deployment can be tailored to a retailer’s product catalog, customer base, shopping environment, and brand voice.
Based on technology originally developed for Amazon’s own online store, the service now packages the architecture, starter code, and lessons learned from Alexa for Shopping for use by other retailers.
Last year, more than 300 million customers used Amazon’s AI shopping assistant, generating nearly US$12 billion in incremental sales, according to the company.
Amazon states that the service allows retailers to deploy conversational agents “in weeks,” rather than the years it might take to build from scratch.
The offering includes architecture guidance, starter code, and support from AWS experts and system integrator partners.
Kate Spade uses AI for gift shopping
Kate Spade, owned by Tapestry, is one of the first brands to use the technology, introducing an AI Gift Concierge that helps shoppers find gift options through a conversational interface. The assistant focuses on gift-buying, with Amazon citing its own data showing that 53% of shoppers “report stress” during gift purchases.
The assistant can recommend gifts based on occasion and customer inputs. Fabio Luzzi, Tapestry’s chief data and analytics officer, told Digital Commerce 360 that the tool came from listening to consumers and identifying what they needed when shopping for gifts.
Tapestry tested the assistant for about two and a half months before making it available to consumers, according to Amazon’s announcement.
AWS services behind the assistant
The system uses Amazon Bedrock, AgentCore, and OpenSearch. Bedrock is the basis for generative AI applications, AgentCore operates AI agents, and OpenSearch is for search and retrieval.
Amazon says conversational shopping sessions generate conversion rates 3.5 times higher than traditional keyword-based product searches.
The AWS launch follows Amazon’s rollout of Alexa for Shopping in the US in May. This allows users to type shopping-related questions into Amazon’s search bar and receive conversational answers. Under the hood, Alexa for Shopping brings together elements of Rufus and Alexa+ (Rufus was the AI shopping assistant Amazon launched in 2024).
See also: AWS’s legacy will be in AI success
Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London. The comprehensive event is part of TechEx and is co-located with other leading technology events, click here for more information.
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Amazon is extending its AI shopping capabilities to external retailers via a new Agentic Shopping Assistant built on AWS, with Kate Spade among the initial brands to adopt it.
This service enables retailers to create AI shopping assistants for their own websites and apps. According to Amazon, each deployment can be tailored to a retailer’s product catalog, customer base, shopping environment, and brand voice.
Based on technology originally developed for Amazon’s own online store, the service now packages the architecture, starter code, and lessons learned from Alexa for Shopping for use by other retailers.
Last year, more than 300 million customers used Amazon’s AI shopping assistant, generating nearly US$12 billion in incremental sales, according to the company.
Amazon states that the service allows retailers to deploy conversational agents “in weeks,” rather than the years it might take to build from scratch.
The offering includes architecture guidance, starter code, and support from AWS experts and system integrator partners.
Kate Spade uses AI for gift shopping
Kate Spade, owned by Tapestry, is one of the first brands to use the technology, introducing an AI Gift Concierge that helps shoppers find gift options through a conversational interface. The assistant focuses on gift-buying, with Amazon citing its own data showing that 53% of shoppers “report stress” during gift purchases.
The assistant can recommend gifts based on occasion and customer inputs. Fabio Luzzi, Tapestry’s chief data and analytics officer, told Digital Commerce 360 that the tool came from listening to consumers and identifying what they needed when shopping for gifts.
Tapestry tested the assistant for about two and a half months before making it available to consumers, according to Amazon’s announcement.
AWS services behind the assistant
The system uses Amazon Bedrock, AgentCore, and OpenSearch. Bedrock is the basis for generative AI applications, AgentCore operates AI agents, and OpenSearch is for search and retrieval.
Amazon says conversational shopping sessions generate conversion rates 3.5 times higher than traditional keyword-based product searches.
The AWS launch follows Amazon’s rollout of Alexa for Shopping in the US in May. This allows users to type shopping-related questions into Amazon’s search bar and receive conversational answers. Under the hood, Alexa for Shopping brings together elements of Rufus and Alexa+ (Rufus was the AI shopping assistant Amazon launched in 2024).
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