Major retailers are pushing back against artificial intelligence shopping agents, restricting tools designed to browse products, compare prices and make purchases on consumers' behalf.
An October 22 investigation by The Verge found that Amazon, Target and several other companies have introduced barriers to autonomous shopping systems developed by technology firms.
Amazon has blocked tools associated with Meta and Perplexity, citing security, privacy and unauthorized access concerns. Meanwhile, automated agents struggle with website firewalls, inconsistent permissions and unreliable purchasing workflows.
The restrictions arrive as AI agents increasingly take over everyday digital tasks, including online shopping.
The resistance is particularly striking given Amazon's own investment in Nova Act, an AI agent designed to automate web activities.
The irony is difficult to ignore: Amazon restricts competing shopping agents while aggressively commercializing AI itself. Its AI business exceeded a $25 billion annualized revenue run rate in 2026. The company champions automation when it controls the technology, yet limits competing agents seeking access to its marketplace.