Perplexity: Amazon's "Bullying Tactics" Won't Stop Comet

The Core of the Conflict: AI Shopping Agents

So, what's all the fuss about? Well, Perplexity's Comet Assistant is designed to be a clever little helper. Users can ask it to find items and even complete purchases on Amazon, which Perplexity claims its users absolutely love. However, Amazon sees this differently. They've sent a cease-and-desist letter, dated October 31st, alleging that Perplexity is essentially committing computer fraud. Their main gripe is that Perplexity isn't being transparent when its AI agents act on behalf of users on Amazon's site.

"As should already be clear given Amazon’s prior efforts and communications with Perplexity, Perplexity does not have authorization to access Amazon’s store, Amazon user accounts, or account details, using its disguised or obscured Comet AI agents," a snippet from Amazon's letter reveals.

It's not just Perplexity feeling the heat either. Amazon has been busy in recent months trying to keep external AI agents, even from big players like OpenAI, Google, and Meta, from crawling its website. They're clearly drawing a line in the sand here.

Amazon's Stance: Control and Customer Experience

Perplexity, on the other hand, believes Amazon should be embracing this kind of innovation. They argue that easier shopping should lead to more transactions and happier customers.

"Amazon should love this. Easier shopping means more transactions and happier customers. But Amazon doesn’t care," Perplexity wrote in their blog post. "They’re more interested in serving you ads, sponsored results, and influencing your purchasing decisions with upsells and confusing offers."

Amazon, however, has a different perspective. They've stated in their own blog post that third-party shopping agents should operate openly and respect service providers' decisions on whether to participate. They feel Perplexity isn't being transparent and is essentially gaining unauthorised access to their store.

Furthermore, Amazon argues that Perplexity's agents actually degrade the shopping experience. They claim these agents might show products that don't broaden discovery, lack personalised recommendations, and might not even offer the fastest delivery speeds. They point to examples like food delivery services or online travel agencies, where such applications operate with the explicit consent of the providers.

"Agentic third-party applications such as Perplexity’s Comet have the same obligations, and we’ve repeatedly requested that Perplexity remove Amazon from the Comet experience, particularly in light of the significantly degraded shopping and customer service experience it provides," Amazon stated.

Amazon's Own AI Ventures and the Future of Partnerships

It's a bit of a tricky situation when you consider that Amazon is also developing its own AI tools. Back in February, they launched Rufus, a shopping chatbot, and in April, they started testing "Buy For Me," an agent that lets shoppers purchase items from other websites without leaving the Amazon app. This echoes a recent development where Amazon's new AI tool makes shopping decisions simpler with just one tap.

This suggests that it's not AI itself that Amazon has an issue with, but rather how these AI agents will break passkeys interact with their platform. Amazon CEO Andy Jassy even mentioned on a recent earnings call that the company is "having conversations" and might well partner with third-party AI agents in the future. The key, he stressed, is ensuring a good customer experience.

Perplexity, known for its AI-powered search engine that provides concise answers and links to original sources, launched Comet in July. Initially, it was meant to be a personal assistant capable of searching the web, organising tabs, shopping, and even drafting emails. It's clear both companies recognise the potential of AI, but they're currently clashing over the ground rules of engagement. This spat highlights the ongoing tension between established platforms and innovative AI solutions, especially when it comes to user data, consent, and control over the customer journey. A similar discussion about AI's impact on employment also revolves around how AI agents will be integrated into existing structures. For further reading on the legal aspects of AI and e-commerce, a relevant resource is the Journal of Consumer Policy's article on E-commerce and Consumer Protection in the Age of AI.

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