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NEW YORK (UCP) — Amazon’s Rufus has been used by more than 300 million customers and the company claims it contributed nearly $12 billion in incremental annualized sales, underscoring the growing influence of AI shopping assistants.
The rise of AI agents managing the customer journey, from product discovery to purchase and support, is reshaping the e-commerce landscape, requiring developers to adapt to AI-mediated shopping experiences and optimize for AI-driven discovery and transactions.
Mirakl and J.P. Morgan Partner on AI Checkout
Mirakl Nexus and J.P. Morgan Payments are collaborating to provide secure AI agent checkout solutions for merchants. The partnership aims to streamline transactions within the evolving agentic commerce ecosystem.
The collaboration addresses a critical need for secure and efficient payment processing as AI agents increasingly handle purchase decisions. This integration will allow merchants using Mirakl’s platform to seamlessly integrate J.P. Morgan Payments’ capabilities into their AI-driven sales channels.
Amazon Formalizes AI Agent Policies
Amazon’s updated Business Solutions Agreement, effective March 4, 2026, introduces a formal Agent Policy. The policy mandates that AI agents identify themselves and comply with new rules governing their interactions on the platform.
This move by Amazon signals a growing recognition of the need for transparency and regulation in the use of AI agents for commerce. The policy aims to ensure that customers are aware when they are interacting with an AI, fostering trust and accountability.
OpenAI Shifts Strategy
OpenAI has scaled back its plans to enable direct product purchases within ChatGPT. Instead, the company will route transactions through third-party apps.
This strategic shift suggests a move towards a more collaborative approach to AI-driven experiences, leveraging existing e-commerce infrastructure rather than attempting to create a fully integrated shopping experience within ChatGPT itself.
What’s Next: The industry is watching closely to see how these developments impact the adoption of the Universal Commerce Protocol (UCP) and the broader evolution of AI-powered shopping.
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