Amazon drafts 'World Product Graph' to counter AI shopping agents

Amazon is drafting a program to compile data on nearly every product sold globally and deploy it against the AI shopping agents now working around its storefront, according to an internal document reviewed by Reuters. The project, named 'World Product Graph,' sets an aspirational launch of October 1, 2027 and already lists Coca-Cola and Bayer among brands contributing product data. Procter & Gamble attended a trial summit.

The effort 'depends on discovering how brands organize their products on their own websites,' the document says, with brands feeding data in and Amazon crawling other retailers' sites independently. Robert Tekiela, Amazon's VP of Selection and Catalog Systems, leads the work. The memo also puts Amazon's Rufus assistant at about 83 million searches a week and concedes that, for Rufus, 'many answers are wrong or incomplete' and customers 'often cannot spot the errors.'

The framing is defensive. Amazon blocked Meta's Muse agent from its retail site in September, Reuters reported, and the memo argues Amazon 'cannot be the go-destination for every shopping mission' if shoppers must leave for richer catalog answers. JPMorgan, cited by Reuters, has said Muse 'has the potential to become the most widely used consumer AI application since ChatGPT.' Our tracker has logged 59 Amazon stories in the last 90 days, and this one sits beside last week's report that Meta's Muse started calling US businesses for paid subscribers.

Amazon pushed back on the reporting. 'Draft, outdated documents often paint an incomplete picture,' the company told Reuters, saying the brainstorming memo does not necessarily reflect current plans.