Amazon’s Secret Plan to Keep You From Googling What to Buy

Amazon is reportedly developing a plan to collect comprehensive product information from around the world, potentially limiting customers' reliance on Google for online shopping decisions, according to a recent report. The project, called World Product Graph, would require brands and retailers to provide product data regularly, while Amazon would also gather data directly from other retailers' websites.

Coca-Cola, Bayer, and Procter & Gamble have reportedly agreed to contribute data, but Amazon has not confirmed when it would need permission to access this information.

The catalog would enable shoppers to identify product versions, compare models and colors, and receive personalized recommendations based on their shopping history. It would build upon existing Amazon tools like Shop Direct and Buy for Me, which allow users to discover products from other retailers through Amazon. However, Google remains the dominant platform for product research, with 57% of online shoppers beginning their search there in a 2025 Morgan Stanley report, compared to 16% on Amazon and 23% on Walmart.

Amazon's AI-powered shopping assistant, previously known as Rufus and now renamed Alexa for Shopping, has been criticized for providing incorrect or incomplete answers. The assistant handles approximately 83 million weekly searches, and better product data could improve its accuracy, which Amazon claims is currently at 97%. The company's CEO, Andy Jassy, stated that over 400 million people have used the assistant since its launch a year ago.

However, executives are concerned that rival AI agents could steer shoppers to competitors with superior product information, potentially benefiting Amazon's ad business. CEO Jassy noted that the impact on Amazon's advertising revenues has been minimal so far.

While a launch date has not been confirmed, the draft report suggests a target date of October 1, 2027. The project is being led by Amazon's Selection & Catalog Systems unit, under the supervision of vice president Robert Tekiela. It remains unclear whether the project will proceed as planned, as Amazon has characterized the document as a brainstorming exercise that may not reflect its current strategies.