AI Agents vs. Amazon: Who Controls Your Online Shopping Experience?

AI-generated, human-reviewed.

AI Agents vs. Amazon: Who Controls Your Online Shopping Experience?

Amazon’s ongoing lawsuit against AI company Perplexity could fundamentally reshape how we shop online—and who controls that experience. According to insights shared on the latest episode of Security Now, this legal drama centers on the powerful rise of AI-driven agentic browsers that automate online shopping tasks, raising urgent questions about user rights, competition, and how big tech companies will respond to automation in their walled gardens.

Why Amazon Is Suing Perplexity Over Its Comet AI Browser

On Security Now, hosts Leo Laporte and Steve Gibson highlighted the major dispute: Perplexity’s Comet browser uses AI agents to automate product searches and purchases for users. Amazon accuses Perplexity of “covertly accessing” customer accounts and disguising automated AI activity as a human user, allegedly violating Amazon’s terms of service and bypassing technical measures meant to block bots.

Perplexity, meanwhile, argues its agent only acts on behalf of the user—mirroring what a human can do—and therefore shouldn't require special permissions. Amazon’s legal stance paints Perplexity’s activity as a form of digital trespass, comparing it to picking a lock with code instead of tools.

What Is an Agentic Browser and Why Does It Matter?

Agentic browsers are next-generation web browsers with built-in AI agents capable of automating online actions for users. This goes beyond traditional automation tools: AI shopping agents can comparison-shop, fill out forms, and even make purchases, all via algorithms acting "on your behalf."

According to Steve Gibson on Security Now, agentic browsers threaten the traditional attention economy of e-commerce sites. Instead of being exposed to ads, upsells, or “suggested” products, users could streamline their experience—potentially disrupting Amazon’s lucrative ad-driven business model.

The Debate: User Rights vs. Platform Control

A central issue discussed on the show is who truly controls the web browsing experience. Here are the main points:

• Amazon claims: Bots should identify themselves, allowing Amazon to block or permit them as desired, just as they do with human users and some API-integrated apps.
• Perplexity argues: When a user instructs an AI agent to shop or browse, it’s an extension of their own intent—so Amazon’s site should treat the agent like another regular user, not block it based on technical means alone.

Steve Gibson compared this to using Chrome with an AI-powered extension: Should Amazon be able to block not just Perplexity’s Comet agent, but any browser tool a user wants to use? The implications extend to privacy tools, ad blockers, and the future of customization online.

What Does This Fight Mean for E-Commerce and Everyday Users?

According to Security Now, the outcome of Amazon vs. Perplexity could set a precedent that impacts:

• How users automate (or control) their own browsing: Will AI tools be banned, limited, or treated as standard browsers?
• Competition in shopping and search: AI agents strip away ad placements and upsells, finding the best deals regardless of Amazon’s preferences.
• Site monetization models: If agentic browsers become widespread, e-commerce platforms may need new ways to profit besides ads or manipulative UX tricks.
• Regulatory and technical barriers: The legal framing of “trespass” and the technical use of robots.txt (the traditional method of telling bots to stay out) are both up for reinterpretation.

The Gray Area: Where Do We Draw the Line?

Security Now’s hosts emphasized the complexity of the case: If third-party browser extensions become indistinguishable from built-in AI agents, enforcing bans can become a whack-a-mole challenge. Meanwhile, restricting agents could hurt accessibility and innovation, while letting them roam free could eat into Big Tech profits.

As AI-driven agency becomes part of the fabric of web browsing, lines will have to be drawn over user rights, automation, web protocol standards, and the future economics of the internet.

Key Takeaways

• Amazon is suing Perplexity over its AI shopping assistant, arguing unauthorized bot access and disguised automation.
• At stake: user rights to automate browsing, transparency of bots, and e-commerce giants’ ad revenue.
• Agentic browsers act as “AI agents” that handle web sessions for users, streamlining the online experience and bypassing ads/upsells.
• Big platforms could fight back by legally or technically blocking these agents, but enforcing such measures raises wider questions about web freedom and competition.
• The broader tech world is closely watching, as the outcome will shape new rules for AI tools, browsers, and who controls your digital experience.

The Bottom Line

Amazon’s lawsuit against Perplexity over AI-powered shopping agents is more than a one-off legal spat—it's a test case for how much control users will have over their online experiences and how AI will reshape the power dynamics between tech giants, startups, and consumers. As platforms and AI tools clash, expect further court battles and maybe even new laws addressing the agentic future of browsing.

Ready for more expert breakdowns of tech’s biggest legal battles and emerging trends?
Subscribe to Security Now: https://twit.tv/shows/security-now/episodes/1051