In a surprising turn, Amazon has issued a legal threat on Perplexity, marking the first time the retail giant has taken direct legal action against an AI company. The dispute revolves around Perplexity’s Comet browser, which uses agentic AI to help users shop smarter by comparing products, finding the best deals, and even making purchases on their behalf.
Amazon vs Perplexity: The Legal Threat on Perplexity
Perplexity’s agentic AI has quickly become popular among online shoppers for its ability to act as a personal assistant, saving time and effort during purchases. But Amazon claims the technology threatens its control over the shopping experience. The e-commerce giant alleges that Comet’s automated features could bypass its ad and recommendation systems, which heavily influence what users buy.
Key details of the conflict:
- Core issue: Use of Comet’s agentic AI for automated shopping tasks.
- Amazon’s claim: The system undermines its business model by limiting ad-driven visibility.
- Perplexity’s response: “Perplexity will not be intimidated.” The company insists that Comet empowers users, offering transparency and choice rather than promoting ads or sponsored products.
- Impact: The outcome may shape how AI assistants interact with major online retailers.
Perplexity argues that Amazon’s move prioritises profit over users, saying the retailer is trying to “control the shopping narrative” by restricting tools that give consumers unbiased options. In a public statement, Perplexity emphasised that its AI works for users — not for corporations — and promotes a fair, open shopping experience.
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Industry experts see this as a defining moment for AI-driven commerce. If Amazon succeeds, it could limit the ability of AI platforms to integrate independent buying tools. If Perplexity prevails, it might set a new standard for user-centered AI assistants in online retail.
As the legal threat on Perplexity unfolds, both companies stand at the center of a larger debate — one that could determine who truly controls the future of AI-powered shopping.
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