Amazon Targets Perplexity’s AI Shopping Bot—Legal Dispute Redefines Agentic Browsing Rules

Amazon vs. Perplexity: Legal Clash Over Agentic Browsing Bots Sets New Industry Precedent

A new dispute between tech giants Amazon and Perplexity is making headlines in the world of AI-powered shopping and agentic browsing. Amazon has sent a cease-and-desist letter to Perplexity, demanding its agentic browser “Comet” stop operating within the Amazon online store. This legal action highlights growing tensions over how AI bots—acting as agents for human users—should interact with e-commerce platforms and respect terms of service.

Background: Perplexity’s Comet Agent Rolls Into Amazon’s Store

Perplexity—a rising AI search and productivity startup—recently launched an agentic web browser called Comet, designed to help users shop, search, and interact on websites like Amazon with smart automated actions. Rather than passive scraping, Comet actively performs user-directed tasks, such as adding items to shopping carts, comparing prices, and even completing purchases on behalf of users.

Amazon’s Stand: Bots Must Identify As Agents

In Amazon’s letter, the company claims Comet violates its terms by failing to identify itself as an automated agent. According to Amazon, other third-party apps—such as delivery platforms or travel services—openly declare their agent status when placing orders on behalf of customers. Amazon argues that this is not just about transparency, but about respecting service providers’ rights to decide who or what interacts with their systems.

• Amazon warns that unless Perplexity’s agent identifies itself, it risks being blocked or facing further legal action.
• The company references its own AI shopping bot “Rufus,” hinting that blocking external agentic bots could become a competitive strategy.

Perplexity’s Response: “Bullying Is Not Innovation”

Perplexity responded with a strongly worded blog post, claiming Amazon’s move threatens innovation and user rights across the internet. The startup’s argument: if a bot acts under direct human instruction, it should have the same permissions as a human user, eliminating the need for explicit agent identification. Perplexity argues that Amazon’s stance benefits its own advertising and product placement models, not true user empowerment.

“Amazon’s legal threat is a direct challenge to how agentic AI could change shopping, search, and the future of web interaction. It’s a precedent every e-commerce and AI startup will be watching.”

The Broader Debate: Bots, Scrapers, and “Agentic Commerce”

• Earlier incidents—including Cloudflare’s research accusing Perplexity of bypassing bot blocks—illustrate the fine line between normal browser automation and prohibited scraping.
• As more shoppers and travelers outsource tasks to AI-enabled bots, websites face the dilemma: embrace agentic commerce, or block bots for self-preservation?
• Analysts expect ongoing legal battles as companies set new boundaries for bot identity, permissions, and e-commerce innovation.

How Does This Affect Online Shoppers and Tech Startups?

• Amazon’s actions could set an industry standard, requiring agentic browsers and bots to identify themselves and seek permission—potentially impacting shopping app design, AI assistant development, and how consumers interact with major retail sites.
• Startups may need to rethink how their bots, agents, or browser extensions interact with mega-platforms, balancing user utility with acceptable protocols.

FAQ – Amazon and Perplexity’s Agentic Bot Controversy

Sources & Further Reading

• TechCrunch: Amazon sends legal threats to Perplexity
• Business Insider: Amazon vs Perplexity dispute
• Hindustan Times: Perplexity’s CEO responds
• Explore more: AI regulation, bots, and commerce on Code24

Sneak peek: As agentic browsers get smarter, expect more legal, ethical, and design debates around automation—and a new wave of innovation in transparent AI commerce.