Amazon Could Face AI Threat To Its Ad Revenue, Takes Action In Response

Amazon will lose advertising revenue if AI assistants become the place where consumers make buying decisions, Benzinga reports. These shoppers would potentially bypass Amazon’s sponsored listings. But Amazon is acting on the threat. It has combined Rufus and Alexa+ into Alexa for Shopping. The latter is an agentic assistant that offers recommendations, product comparisons and other information.

Last updated Oct 1, 2026 by ATDb automated enrichment