Amazon and Perplexity lock horns over AI shopping tool

Amazon has demanded Perplexity remove its AI shopping agent “Comet” from its platform, accusing the startup of violating its terms of service by not disclosing the bot’s identity — sparking a broader debate over AI autonomy

Amazon has asked Perplexity, the AI search engine startup, to take down its “Comet” shopping assistant from Amazon’s marketplace, alleging violations of the e-commerce giant’s terms of service. The move follows repeated warnings that Comet was failing to identify itself as an AI agent, prompting Amazon to issue a cease-and-desist notice.

Perplexity disclosed the legal dispute in a blog post titled “Bullying is not innovation,” where it criticized Amazon for what it described as an aggressive attempt to curb AI innovation. The startup argued that Comet simply acts on behalf of human users and therefore holds the same access permissions as a regular shopper.

“This is Amazon’s first legal salvo against an AI company, and it’s a threat to all internet users,” Perplexity said in the post, defending its approach as transparent and user-driven.

Amazon defends its position on platform integrity

In its response, Amazon emphasized that all third-party agents operating on its platform must clearly identify themselves, just as delivery and travel apps do when transacting on behalf of customers. “We think it’s straightforward that third-party applications offering to make purchases should operate openly and respect provider policies,” Amazon said.

The company suggested that Perplexity could continue operating Comet if it disclosed its AI identity, but the situation remains tense. Observers note that Amazon’s own shopping assistant, Rufus, might give it an incentive to limit competing AI bots.

Perplexity, however, contends that Amazon’s stance is commercially motivated, arguing that human shoppers can be influenced by ads or promotions — something bots are immune to.

A wider debate on AI autonomy and access

The clash highlights emerging tensions in the era of “agentic AI,” where bots act independently on user commands. Earlier this year, Cloudflare accused Perplexity of accessing blocked websites, raising similar questions about AI behaviour and consent.

As AI-powered agents gain prominence, Amazon’s move could set a precedent for how digital marketplaces define fairness, transparency, and control in human–machine interactions.