Amazon has spent years building AI tools to run its own massive retail operation. Now it wants to sell that playbook to everyone else.

The company is offering its AI shopping technology to other retailers through Amazon Web Services, essentially letting competitors build their own AI-powered retail tools on Amazon’s infrastructure. Tapestry Inc., the parent company of Coach and Kate Spade New York, is among the first major brands to go deep on the offering.

What Tapestry is actually building

Tapestry’s implementation gives a concrete picture of what “AI shopping technology” looks like in practice. The luxury retailer is using nearly 20 AWS services, with Amazon Bedrock, the company’s generative AI platform, serving as the foundation.

Two internal applications stand out. The first, called “Tell Rexy,” is a feedback collection system deployed across North American Coach stores. It gathered roughly 30,000 pieces of associate feedback within its first year of operation. The second tool, “Ask Rexy,” functions as a chatbot that surfaces insights from that feedback data. Store associates can query it for answers rather than waiting for a manager to relay information down the chain.