By Martin Heubel, Amazon Strategy Consultant at Consulterce
OpenAI’s ChatGPT is rolling out a ‘Commerce’ feature that now recommends products and natively presents users with product information inside the chat.
Amazon should not fear this.
Yes, ChatGPT wins with:
- Tailored recommendations
- Detailed feature search
- No ads (for now)
But it lacks what consumers value – a convenient shopping experience:
- Same-day delivery
- Consistent CX
- Great customer service
Which is exactly why Amazon should seek a partnership with OpenAI: To feature products and secure visibility inside the chatbot.
Otherwise, the online retailer risks losing visibility to competitors like Shopify that seek these partnerships first.
Just like brands can’t ignore Amazon when selling online, Amazon can’t afford to ignore where shopping journeys begin.
- First it was Google.
- Then it was Amazon.
- Now, it’s ChatGPT.
