Amazon drafts 'World Product Graph' for 2027 launch

The memo's defensive logic is explicit: Amazon blocked Meta's Muse agent from its retail site in September, and the document argues Amazon 'cannot be the go-destination for every shopping mission' if shoppers must leave for richer catalog answers. That framing suggests World Product Graph is less a growth bet than a hedge against AI agents that can answer product questions better than Amazon's own storefront.

The internal assessment of Rufus adds context. The memo puts the assistant at about 83 million searches a week but concedes that 'many answers are wrong or incomplete' and that customers 'often cannot spot the errors' — a candid admission that Amazon's own AI shopping tool has quality gaps. World Product Graph, which depends on discovering how brands organize products on their own websites, would feed data in from brands while Amazon crawls other retailers' sites independently.

Robert Tekiela, Amazon's VP of Selection and Catalog Systems, leads the work. JPMorgan, cited by Reuters, has said Meta's Muse 'has the potential to become the most widely used consumer AI application since ChatGPT.' Amazon pushed back on the reporting, telling Reuters that 'draft, outdated documents often paint an incomplete picture' and that the brainstorming memo does not necessarily reflect current plans.