亞馬遜的1兆美元兩難：擁抱AI購物代理，還是與之為敵？
AI購物代理掀起1兆美元商機，電商龍頭亞馬遜面臨兩難。當競爭對手如沃爾瑪、Shopify選擇合作時，亞馬遜則以封鎖及自研工具應戰。本文深入分析其防守策略與未來佈局。
一場電商界的權力轉移正在醞釀。當消費者不再需要親自瀏覽網站，而是交由AI為您貨比三家並完成下單，電商巨頭亞馬遜（Amazon）將何去何從？由OpenAI、Google等公司推出的「AI代理（AI agents）」正對其霸主地位構成挑戰，迫使亞馬遜陷入了合作或對抗的兩難抉擇。
代理商務崛起 亞馬遜築牆防守
AI代理是一種自動化電子商務工具，能代替消費者在整個網路搜尋最優惠或最理想的商品，並直接在聊天機器人視窗內完成購買。顧問公司麥肯錫（McKinsey）預測，這種「代理商務（agentic commerce）」到了2030年，僅在美國就能創造1兆美元的零售收入。這股趨勢可能侵蝕亞馬遜的利潤，並削弱其與顧客的直接關係。
面對來勢洶洶的變革，亞馬遜起初採取了防守策略。該公司更新網站程式碼以阻擋外部AI代理抓取其寶貴的數據，根據其官網資料，目前已封鎖了包含所有主要AI公司在內的47個機器人。不僅如此，亞馬遜更在2024年11月對新創公司Perplexity提告，指控其未經許可持續抓取網站數據。Perplexity則反擊稱此訴訟為「霸凌手段」。
競爭對手採「亦敵亦友」 亞馬遜態度軟化
相較之下，沃爾瑪（Walmart）和Shopify等競爭對手則採取了「亦敵亦友」的策略，它們選擇與AI公司建立合作夥伴關係，同時繼續開發自有工具，並對外部代理的存取權限設立規範，試圖在開放與競爭中尋求平衡。
市場的快速演進，也讓亞馬遜的態度出現轉變。執行長安迪·賈西（Andy Jassy）已表示公司預期將與第三方代理合作，最近更開始招聘負責「代理商務」領域戰略合作的主管。另一方面，亞馬遜也正積極投資自家AI購物助理「Rufus」，據報已在測試新功能，使其能推薦其他網站的商品，並在達到特定價格時為用戶自動下單。
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