‘Bullying is not innovation,’ Perplexity CEO pushes back against Amazon attempt to block AI shopping via Comet

By Admin

05 Nov, 2025

In a growing battle between innovation and corporate control, Perplexity AI Inc. has taken a strong stand against Amazon.com Inc., accusing the e-commerce giant of trying to suppress the next phase of AI-driven shopping. The dispute emerged after Amazon issued a legal threat to Perplexity, demanding that it block users of its Comet AI browser from using AI assistants on Amazon’s online shopping platform.

Amazon vs Perplexity and the Future of AI Shopping

According to a blog post titled “Bullying Is Not Innovation” shared by Perplexity’s India-born founder and CEO Aravind Srinivas on X (formerly Twitter), Amazon’s move marks its first legal salvo against an AI company. Srinivas described Amazon’s notice as “aggressive,” emphasizing that Perplexity has no intention of backing down from its mission to empower users.

Comet, Perplexity’s AI-powered browser, seamlessly integrates artificial intelligence into browsing. It allows users to deploy Agentic AI on Amazon.com to find, compare, and purchase products automatically essentially enabling AI shopping instead of traditional window shopping.

However, Amazon reportedly sees things differently. The tech giant, according to Perplexity’s blog, is “more interested in serving ads, sponsored results, and influencing purchasing decisions” than in delivering an open, user-driven shopping experience.

The Advertising Factor

Amazon’s growing advertising business appears central to the conflict. During an earnings call last week, CEO Andy Jassy was asked about “agentic commerce” shopping via AI agents. Jassy pointed to Amazon’s own initiatives such as Rufus and ‘Buy for Me’, noting that the company expects to collaborate with third-party agents in the future.

He also emphasized how advertising and audience curation fuel Amazon’s strong return on ad spend. To Perplexity, however, this is precisely the problem. The AI startup argues that Amazon’s strategy undermines user rights in favor of ad profits, describing the move as “not just bullying it’s bonkers.”

What Is Agentic AI?

Agentic AI represents the next leap in generative AI, bringing machines closer to Artificial General Intelligence (AGI). Unlike traditional chatbots that respond to commands, Agentic AI can act autonomously to achieve goals with minimal human input.

In the context of shopping, Agentic AI can:

• Search for products across platforms like Amazon
  
  

• Compare prices and specifications
  
  

• Place an order
  
  

• Facilitate payment and delivery tracking
  
  

This model stands in stark contrast to typical e-commerce platforms that often prioritize sponsored listings or in-house products. For instance, Amazon has previously been accused of promoting its own “Amazon Basics” products or those of top advertisers.

Perplexity’s Stand for User Rights

In its statement, Perplexity AI reaffirmed its mission: “We are fighting for the rights of users. People love our products because they’re designed for people. User choice and freedom are at the heart of everything we build.”

Srinivas also signaled a willingness to collaborate: “We would be happy to work together with Amazon to figure out a win-win outcome. But attempts to block our Comet Assistant and hurt our users we will have to stand up for them and not get bullied by Amazon.”

The Larger Debate: Innovation or Control?

The confrontation between Perplexity and Amazon symbolizes a broader question shaping the digital era: Who controls the future of AI commerce users or corporations?

Perplexity argues that Agentic AI shopping is simply the next logical step in Amazon’s own legacy offering good products at low prices, delivered fast. “Amazon forgets how it got so big,” the company said. “Agentic AI shopping is the natural evolution of that promise, and people already demand it. Perplexity demands the right to offer it.”

As the debate unfolds, the case could set a significant precedent for AI integration in e-commerce, redefining not only how consumers shop online but also how tech giants interact with emerging AI innovators.