Why Google, Amazon and OpenAI Are on a Collision Course Over AI Commerce

AI-powered shopping is becoming a new area of competition among major technology companies, e-commerce platforms and retailers, each pursuing different approaches to how consumers discover and purchase products online. These efforts range from proprietary shopping agents to shared commerce protocols and embedded checkout systems that could reshape the path from search to transaction.

We asked Deep Research to examine who the main competitors are in this emerging landscape and whether the technology delivers meaningful benefits for consumers—or introduces new trade-offs. Here is the response.