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OpenAI scaled back its Instant Checkout plan within ChatGPT on March 4, 2026, routing transactions through third-party apps, the same day Amazon enforced new AI agent policies for sellers. Amazon said Rufus was used by more than 300 million customers in 2025, and that customers who used it were about 60% more likely to complete a purchase.
These moves signal a critical juncture in the evolution of agentic commerce, highlighting the contrasting strategies of major tech players. While OpenAI retreats from direct transactional capabilities within its AI assistant, Amazon is tightening control over how AI agents operate within its marketplace.
OpenAI Instant Checkout Rolled Back
OpenAI’s decision to discontinue Instant Checkout, launched on Sept. 29, 2025, marks a significant shift in its approach to e-commerce. The feature allowed users to complete purchases directly within ChatGPT, streamlining the buying process. Now, users will be directed to external apps to finalize transactions.
The company has not released an official statement on the reason for the change. However, industry analysts suggest it may be related to complexities in managing payments, fraud prevention, and seller integrations within the ChatGPT environment.
Amazon Implements New AI Agent Rules
Amazon’s updated Business Solutions Agreement, effective March 4, 2026, mandates new policies for AI agents operating on its platform. The new rules require AI agents to clearly identify themselves as such to customers.
The policy also imposes stricter compliance requirements, ensuring AI agents adhere to Amazon’s terms of service and data privacy standards. These changes aim to improve transparency and prevent deceptive practices by AI-powered shopping tools.
Rufus’ Impact on Amazon Sales
Amazon’s own AI shopping assistant, Rufus, has demonstrated the potential of AI in driving sales. In 2025, Rufus boasted 300 million users and contributed nearly $12 billion in incremental annualized sales, according to Amazon.
Rufus helps customers research products, compare prices, and make informed purchase decisions. Its success underscores Amazon’s commitment to investing in AI-driven shopping experiences within its closed ecosystem.
These developments underscore the ongoing debate between closed and open ecosystems in the agentic commerce space. Google’s Universal Commerce Protocol (UCP), an open-source standard, aims to enable seamless AI-driven commerce across various platforms. Amazon, on the other hand, appears to be consolidating its AI shopping infrastructure within its own marketplace.
Frequently Asked Questions
- Q: What is OpenAI’s Instant Checkout and why did they scale it back?
- A: OpenAI’s Instant Checkout was a feature within ChatGPT that allowed users to complete transactions directly. On March 4, 2026, OpenAI scaled back this plan and began routing transactions through third-party apps instead, signaling a shift in their e-commerce strategy.
- Q: How many customers used Amazon’s Rufus AI shopping assistant?
- A: Amazon’s Rufus AI shopping assistant was used by more than 300 million customers in 2025, making it one of the most widely adopted AI shopping tools in the market.
- Q: What impact does Amazon’s Rufus have on purchase completion rates?
- A: Customers who used Amazon’s Rufus were approximately 60% more likely to complete a purchase compared to those who didn’t use the AI assistant, demonstrating significant impact on conversion rates.
- Q: What new AI agent policies did Amazon enforce?
- A: On March 4, 2026, Amazon enforced new AI agent policies for sellers. While specific details were not fully outlined, these policies appear designed to regulate how AI agents operate within Amazon’s marketplace ecosystem.
- Q: What do OpenAI’s retreat and Amazon’s policy changes indicate about the AI shopping landscape?
- A: These moves signal a critical shift in how major tech companies are approaching AI-powered commerce, with Amazon consolidating control through its Rufus assistant and stricter seller policies, while OpenAI takes a more cautious approach by partnering with third-party payment processors.
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