# AI Shopping Agents Set to Capture $1 Trillion in Retail Revenue by 2030

*2026-01-22 17:32 UTC · Business · 1 min read*

> Amazon shifts from blocking AI shopping bots to building partnerships as agentic commerce projected to hit $1 trillion by 2030.

Amazon faces a strategic crossroads as AI shopping agents emerge as the next frontier of e-commerce. McKinsey projects agentic commerce could generate $1 trillion in U.S. retail revenue by 2030, with Morgan Stanley estimating nearly half of American shoppers will use AI agents that could add $115 billion in e-commerce spending.

Amazon has taken a defensive stance, blocking 47 bots including agents from major AI companies, and suing Perplexity over its Comet browser shopping agent. Yet the company is simultaneously building its own tools: Rufus, a shopping chatbot powered by Claude and Amazon Nova, and "Buy for Me," an agent that purchases products from other websites.

CEO Andy Jassy acknowledged the shift in June, telling employees AI agents will infiltrate "shopping to travel to daily chores." Amazon is now hiring a corporate development leader for "agentic commerce" partnerships, signaling a pivot from pure defense to strategic collaboration.

## Sources

- [modernretail.co](https://www.modernretail.co/technology/why-the-ai-shopping-agent-wars-will-heat-up-in-2026/)
- [cnbc.com](https://www.cnbc.com/2025/12/24/amazon-faces-a-dilemma-fight-ai-shopping-agents-or-join-them.html)

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TechTools News · https://techtools.cz/tools/news/article/50-ai-shopping-agents-set-to-capture-1-trillion-in-retail-revenue-by-2030