Question · Q4 2025
Michael Morton inquired about the impact of agentic protocols, such as Amazon's Rufus, on the retail business and on-site advertising, specifically addressing the potential for funnel compression as consumers receive more refined answers over time.
Answer
CEO Andy Jassy expressed optimism about agentic shopping, highlighting Amazon's significant investment in Rufus, which was used by 300 million customers in 2025 and led to a 60% higher purchase completion rate. He acknowledged the need for better customer experiences with third-party horizontal agents, which often misrepresent product details and pricing, and emphasized the importance of a fair value exchange. Jassy suggested that many customers would ultimately prefer a retailer's own shopping agent, which has access to their shopping history and accurate data, over a horizontal agent acting as a middle person, given Amazon's strengths in selection, low prices, fast delivery, and trust.
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