Amazon's Alexa for Shopping Passes 400 Million Customers

TL;DR

• More than 400 million customers used Amazon’s Alexa for Shopping in the last 12 months, with interactions up 570%
• Amazon added more than 100 new shopping actions, from gift lists to Subscribe & Save and auto-buy at a target price
• Brands can check how their products appear in the assistant and ask Amazon how agent-assisted sales are reported

Amazon says more than 400 million customers used Alexa for Shopping in the last 12 months. Alexa for Shopping is the AI shopping assistant inside the Amazon Shopping app and website. Interactions with it rose 570% year over year. Amazon published both figures in its third-quarter results.

How to Read Amazon’s 400 Million Figure

The figure counts customers who used the assistant. Amazon puts the growth in customers using its agentic features at more than eightfold since the start of the year.

CEO Andy Jassy told analysts on Amazon’s earnings call: “US customers using Alexa for Shopping are spending 50% more per order.” The newsroom post describes an assistant that becomes more personalized as customers use it, learning from their conversations, browsing, purchases and preferences.

What Alexa for Shopping Can Do Now

Amazon’s newsroom post lists more than 100 new actions, available now to all US customers. Shoppers can create and edit gift lists and registries, skip or pause Subscribe & Save deliveries, and update delivery instructions. They can also ask about refunds and gift card balances. The assistant can buy an item for a customer when it reaches a target price, a feature Amazon calls auto-buy.

In one example, a customer asks how much they have saved with Prime, and the assistant totals 12 months of savings. Rajiv Mehta, vice president of Conversational Shopping, said the aim is to “make every part of shopping as convenient as possible.”

Credit: Amazon.

Many of these tasks cover subscriptions, lists and billing, so the assistant now touches more than product search.

What This Means for Brands

For brands, the first step is to see how their products appear when a customer asks the assistant for help. Amazon’s latest figures give no sales total or sponsored versus organic split for the assistant, so brands can ask Amazon how agent-assisted sales are reported.