Amazon Blocks More OpenAI Crawlers as AI Shopping Surges

Amazon has strengthened its restrictions on OpenAI’s crawlers, adding new blocks that stop ChatGPT’s live information and search agents from accessing Amazon.com. The update highlights Amazon’s effort to maintain control over its shopping environment as AI assistants begin influencing how consumers discover and buy products.

Amazon added new disallow rules to its robots.txt file, targeting “ChatGPT-User” and “OAI-SearchBot,” agents that power ChatGPT’s real-time answers and SearchGPT. 

The changes were first spotted by e-commerce analyst Juozas Kaziukėnas and confirmed through a review of Amazon’s site code. 

Amazon Strengthens Control Over Its Data

These newly blocked agents support an estimated 50 million shopping questions every day, ranging from laptop recommendations to price checks on running shoes. 

Allowing unrestricted access could make it easier for shoppers to complete purchases through ChatGPT without visiting Amazon.com.

That shift would directly affect Amazon’s advertising business, which brings in roughly 56 billion dollars annually and depends on users browsing Amazon’s platform rather than relying on external AI assistants. 

Retail analyst Scot Wingo noted that Amazon wants to remain the central entry point for online shopping and is likely to resist anything that undermines that position.

Partnerships Remain Possible, but With Caution

Despite tightening restrictions, Amazon says it has not ruled out future cooperation with AI shopping agents. 

CEO Andy Jassy stated that discussions are ongoing and that partnerships may emerge over time. However, he emphasized that many current agents still display incorrect pricing, delivery information, and stock status, which can damage the customer experience.

The tension surfaced more clearly earlier this month when Amazon sent a cease-and-desist letter to Perplexity AI. 

The letter targeted Perplexity’s Comet browser, which lets users ask an AI agent to find and purchase Amazon items.

Amazon accused the company of using unauthorized and obscured methods to access its store. Perplexity responded by saying the letter amounted to bullying.

Amazon Pushes Forward With Its Own AI Tools

Instead of opening the platform to external crawlers, Amazon continues to expand its own AI-driven features:

• Auto Buy automatically completes purchases when prices fall.
• Buy For Me allows users to purchase products from other websites without leaving Amazon’s app.
• Rufus, Amazon’s AI shopping assistant, increases the likelihood of purchase completion by sixty percent and is expected to drive more than 10 billion dollars in annual sales.

Competitors Move in a Different Direction

Meanwhile, competitors are leaning into OpenAI partnerships. Walmart, Etsy, and Shopify merchants now allow customers to purchase items through ChatGPT’s Instant Checkout. Target is preparing to launch its app inside ChatGPT as well.

These integrations are already influencing traffic. 

Walmart’s referral traffic from ChatGPT has grown from 20% to 36%, although referral clicks still make up less than five percent of total visits. 

The trend shows how AI agents are beginning to shape online shopping behavior.

Why Amazon Is Likely to Maintain Restrictions

Analysts note that Amazon’s scale gives it little incentive to grant external agents more access. 

The company accounts for nearly 40% of all U.S. e-commerce spending, and ninety percent of its shoppers begin their product searches directly on Amazon.

According to Kaziukėnas, Amazon sees no meaningful advantage in allowing AI shopping agents to extract its data or take over parts of the purchase journey.

The Bottom Line

Amazon is drawing firmer boundaries around its data as AI-based shopping tools expand. 

While other major retailers are partnering with ChatGPT to make purchasing more seamless, Amazon is choosing to restrict access and invest in its own AI ecosystem. Its scale and advertising revenue give it strong incentives to keep third-party agents at a distance, at least for now.

Key Takeaways

• Amazon has blocked additional ChatGPT crawlers, including tools that fetch live data and power SearchGPT.
• The company aims to prevent shoppers from bypassing Amazon.com, which threatens a 56-billion-dollar advertising business.
• Amazon remains open to partnerships but is concerned about inaccurate information provided by current AI agents.
• New tension has emerged with Perplexity AI over unauthorized access claims.
• Amazon is prioritizing its own AI tools while competitors embrace direct integrations with ChatGPT.
  

Zulekha

Author

Zulekha is an emerging leader in the content marketing industry from India. She began her career in 2019 as a freelancer and, with over five years of experience, has made a significant impact in content writing. Recognized for her innovative approaches, deep knowledge of SEO, and exceptional storytelling skills, she continues to set new standards in the field. Her keen interest in news and current events, which started during an internship with The New Indian Express, further enriches her content. As an author and continuous learner, she has transformed numerous websites and digital marketing companies with customized content writing and marketing strategies.