Matthias Balk/Picture Alliance via Getty Images
Amazon $AMZN +0.22% announced Wednesday that it is licensing the technology behind its Alexa for Shopping AI assistant to outside retailers through a new AWS product called the AWS Agentic Shopping Assistant.
Retailers licensing the service gain access to the underlying code, design principles, and operational knowledge developed through Alexa for Shopping, enabling them to build conversational commerce tools calibrated to their own inventory, identity, and customers, the company said. Amazon said retailers can launch in roughly 60 days with support from the AWS Generative AI Innovation Center, rather than the years such development would take from scratch.
Kate Spade, owned by Tapestry, is the first retailer to deploy the tool in production. On April 13, Tapestry launched the Kate Spade AI Gift Concierge, built on Anthropic's Claude Haiku 4.5 model using Amazon Bedrock, the company said. The assistant engages shoppers in conversation about occasion, recipient, and style to generate product recommendations, targeting the gift-buying experience. Additional retailers are currently in testing, Amazon said.
"We are excited about the possibilities agentic commerce can bring to our customers," Yang Lu, chief information and digital officer at Tapestry, said in a statement. "AWS brought the recipe, but together we built the customization our consumers needed."
