Amazon.com unveils Alexa for shopping, a personalized AI assistant for product discovery and purchase guidance, available on Amazon's app and website without Prime membership or Echo device requirement

On May 13, Amazon.com Inc. unveiled Alexa for shopping, a personalized agentic AI assistant that combines deep product knowledge with comprehensive web information to help customers ask questions directly in the Amazon search bar and create personalized shopping guides for big purchases.

The assistant works by allowing customers to leverage the AI-powered digital assistant through the Amazon shopping app and website, with no requirement for a Prime membership or an Echo device to access it.

The launch coincides with Amazon's introduction of two business credit cards powered by the Mastercard network, which offer 2% back on purchases of up to $150,000 annually and are accepted in more than 100 million locations, along with spend management tools including real-time spending tracking and spending limits.