Key points
- Amazon lets select U.S. customers text its Alexa for Shopping agent to search, compare, add to cart and buy, including from a photo.
- Invites go out by text to a small group first; Amazon says millions more customers follow in the coming weeks, and others can join a waitlist.
- Adweek reports Amazon is testing ads inside the text experience without initially charging for them; Digiday says replies carry Sponsored Product ads.
- Adweek cites CEO Andy Jassy saying Alexa for Shopping users spend 50% more than non-users.
Why it matters for marketers: A new text channel for shopping agents puts Amazon ads and product recommendations inside messages, so brands selling there should prepare for agent-led discovery and a free early test window.
Amazon is letting some U.S. customers text its Alexa for Shopping agent to find products, build carts and place orders. Shoppers can describe an item or send a photo, and the agent texts back recommendations and can complete the purchase. It can also track prices, manage lists and give delivery updates.
Access starts with a small group of customers who receive an invitation by text. Amazon says the feature will reach millions more customers in the coming weeks, and TechCrunch reports that people who are not invited can join a waitlist. Amazon says the agent learns preferences over time.
For marketers, the notable detail is advertising. Adweek reports Amazon is testing ads within the text experience but is not initially charging for the placements, and Digiday's headline says replies include Sponsored Product ads. Adweek also cites CEO Andy Jassy saying Alexa for Shopping users spend 50% more than non-users. Together, that suggests brands may get early exposure in a conversational channel before pricing is set.
The launch lands just before the holiday shopping season, and other companies are moving the same way. TechCrunch notes DoorDash has said third-party agents placed only hundreds of orders on its platform, and that it is focusing on its own text-based agent. Brands selling on Amazon should watch how products are chosen in text replies, check how listings and sponsored campaigns appear, and track whether the free ad period ends once the rollout widens.
Sources
This brief is our own summary. Read the full reporting at the source.
- The Verge: Amazon will let you text Alexa your shopping list
- TechCrunch: After blocking Muse, Amazon now lets users text Alexa to help them shop
- The Information: Amazon Says Shoppers Can Now Text With AI Shopping Assistant Alexa For Shopping
- Adweek: Amazon is Letting Customers Text Its Shopping Assistant
- Digiday: Amazon’s shopping agent now takes orders by text, with Sponsored Product ads in the replies