When AI Agents Cross the Line: Why Amazon Is Blocking Perplexity’s Comet

Artificial intelligence is rapidly moving from being our digital assistant to becoming our digital representative. And that’s exactly what’s landed Perplexity AI’s “Comet” agent in the middle of a storm with Amazon.

What’s Comet, and Why Is It Different?

Unlike regular AI chatbots that just answer questions, Comet is an agentic AI. It doesn’t just suggest, it actually acts on behalf of the user.

For example: You could ask Comet,

Find me a good pair of wireless headphones on Amazon under ₹10,000   and place the order, and the agent can go ahead and do it.

To users, that sounds magical. To Amazon that sounds like trouble.

 The Clash: Amazon vs Perplexity

Amazon has formally demanded that Perplexity stop letting its AI agent access or shop on Amazon.com. Here’s why:

• Unauthorized Access: Comet logs into user accounts and acts as a human shopper without identifying itself as a bot.

• Terms Violation: Amazon prohibits automated tools from browsing or purchasing on its site.

• Security & Control: Amazon fears misuse, fake orders, and disruption of its user experience.

In short, Amazon’s stance is clear:

You can shop on Amazon but your bot can’t do it for you.

 

Perplexity’s Defense

Perplexity calls Amazon’s move “corporate bullying”, arguing that Comet only acts with user permission and stores login credentials locally not on any server. They believe users should have the freedom to choose their AI assistants just as they choose browsers or apps.

Why It Matters

This is more than a tech dispute. it’s a defining moment for how AI and platforms will coexist. If Amazon wins, platforms could start blocking AI agents from directly interacting with them. If Perplexity wins, AI assistants could become the new browsers, your personal digital shopper, negotiator, and researcher.

What It Means for Digital Marketers

As a digital marketer, I take it as a challenge which is coming with an opportunity.

Here’s why

• Shift in Consumer Behavior:

  AI agents like Comet can skip traditional marketing funnels. They don’t scroll, click ads, or compare offers the way humans do , they go straight to the “best choice.”

• End of Impulse Marketing:

  If AI is taking all the decision related to purchase, emotional triggers, persuasive copy, and flashy creatives may lose power. Marketing will be completely different. It will have to evolve from influencing people to influencing algorithms.

• Rise of Machine-to-Machine Marketing:

  Tomorrow’s marketers might not market to users but to AI agents that evaluate offers and rank options.

  SEO, keywords, and paid campaigns might soon be optimized not for humans, but for AI shoppers.

• Data Transparency Will Be Key:

  Brands  will have to provide structured, transparent, and API-friendly data that AI agents can interpret easily not just eye-catching visuals.

In short: AI agents are in the process of becoming the new consumers and digital marketers will have to rethink how to stay visible in that new ecosystem.