Perplexity’s Comet hits Amazon’s policy wall
Agentic shopping hits a policy wall as Amazon removes Comet, insisting bots disclose themselves and accept platform decisions.
Amazon removed Perplexity’s Comet after receiving warnings that it was shopping without identifying itself. Perplexity says an agent inherits a user’s permissions. The fight turns a header detail into a question of who gets to intermediate online buying.
Amazon likens agents to delivery or travel intermediaries that announce themselves, and hints at blocking non-compliant bots. With its own assistant, Rufus, critics fear rules as competitive moats; Perplexity calls it gatekeeping.
Beneath this is a business-model clash. Retailers monetise discovery with ads and sponsored placement. Neutral agents promise price-first buying and fewer impulse ads. If bots dominate, incumbents lose margin and control of merchandising levers.
Interoperability likely requires standards, including explicit bot IDs, rate limits, purchase scopes, consented data access, and auditable logs. Stores could ship agent APIs for inventory, pricing, and returns, with 2FA and fraud checks for transactions.
In the near term, expect fragmentation as platforms favour native agents and restrictive terms, while regulators weigh transparency and competition. A workable truce: disclose the agent, honour robots and store policies, and use clear opt-in data contracts.
Would you like to learn more about AI, tech, and digital diplomacy? If so, ask our Diplo chatbot!
