亚马逊的电子商务模式在 2013 至 2018 年间依靠仓储扩张推动营收增长三倍，如今却面临由 AI 购物助手带来的结构性威胁。其美国站点每日吸引数千万访客，并形成价值 680 亿美元、占营收近 10% 的广告业务，但 AI 助手（如 ChatGPT）可绕过亚马逊页面上密集的赞助广告，直接提供商品推荐，削弱付费搜索曝光。亚马逊近期起诉 Perplexity，试图阻止其浏览代理在 Amazon.com 上代购，以保护广告收入，但随着用户逐步采纳机器人导购，该防守策略的持续性受到质疑。
行业分析显示，AI 搜索对广告依赖度更低，使亚马逊若无法介入这些助手的结果呈现，即丧失本可获取的广告转化。Jassy 在上季度电话会议中表示将来会寻求与第三方助手合作，但前提是其价格与配送信息更准确。与此同时，大型零售商 Walmart 与 Target 已与 OpenAI 合作部署 AI 购物服务，试图避免上一轮数字化缓慢所导致的落后局面。假日季将成为检验消费行为迁移速度与粘性的关键窗口。
早期迹象显示亚马逊时间不多。Similarweb 报告指出，在 AI 工具返回的购物查询中，Walmart 与 Target 的出现频率高于 Amazon，这意味着其平台入口权正在被稀释。分析人士认为，AI 购物代理构成亚马逊面临的首次系统性威胁，因为它们可能让消费者不必再进入单一平台完成交易，从根本上削弱亚马逊主导在线购物流量的能力。
Amazon’s e-commerce model, which tripled revenue from 2013 to 2018 through aggressive warehouse expansion, now faces structural pressure from AI shopping assistants. Its US website and app attract tens of millions of daily visitors, forming a USD 68 billion advertising business worth nearly 10% of revenue, but AI tools such as ChatGPT bypass ad-filled results by delivering direct product recommendations, undermining paid search. Amazon recently sued Perplexity to block its browser agent from shopping on Amazon.com in a bid to protect ad revenue, yet sustained defense appears uncertain as shopper adoption of bots accelerates.
Analysts note that AI search environments reduce reliance on sponsored links, meaning that if Amazon products surface through ChatGPT rather than on Amazon’s page, the company loses a paid search event. Jassy said in last month’s earnings call that Amazon may eventually partner with third-party agents once issues like inaccurate prices and delivery estimates improve. Meanwhile, Walmart and Target have partnered with OpenAI to avoid repeating past delays in digital adoption, and the holiday season will signal the pace and durability of consumer migration.
Early data suggests limited time for Amazon. A Similarweb report shows Walmart and Target appear more often than Amazon in AI-generated shopping results, indicating erosion of Amazon’s control over entry points to online purchasing. Analysts argue this is the first systemic threat Amazon has faced, because shopping agents could empower consumers to transact without being funneled through a single dominant platform.