Amazon is exploring a plan to collect information on virtually every product for sale worldwide, including items it doesn’t stock, Reuters reported Friday, citing an internal document and people familiar with the matter.
The project, called World Product Graph, would give shoppers fewer reasons to leave Amazon for Google, brand websites, or review sites before deciding what to buy.
A Catalog Beyond Amazon The draft calls for brands and retailers to supply product data on an ongoing basis. Amazon would also collect information directly from other retailers’ websites.
Reuters could not establish how Amazon would gather that data or when it would need permission. The memo says Coca-Cola and Bayer had agreed to contribute data and that Amazon held a meeting with Procter & Gamble executives about a trial.
The three companies did not respond to requests for comment. The catalog could help shoppers identify the latest version of a tablet or vacuum cleaner, compare models and colors, and get recommendations based on their shopping history.
It would build on Shop Direct and Buy for Me, which already let shoppers discover products sold by other retailers through Amazon.
Where Google Still Wins A 2025 Morgan Stanley report cited by Reuters found that 57% of online shoppers started product research on Google, compared with 16% on Amazon.
When shoppers already knew what they wanted, 41% started on Amazon, ahead of Google at 23% and Walmart at 18%. A broader catalog could help Amazon reach shoppers earlier, while they are still deciding what to buy.
Fixing Amazon’s Shopping AI The draft said Amazon’s AI shopping assistant, formerly called Rufus and renamed Alexa for Shopping in May, often gave wrong or incomplete answers.
It also put weekly searches at about 83 million and said better product data could help Amazon run those searches using cheaper AI models.
Amazon told Reuters the usage figures were outdated and said its own data put the assistant’s global accuracy at about 97%. CEO Andy Jassy said more than 400 million people had used it over the past year.
The Fight for AI Shoppers People familiar with the project told Reuters that Amazon executives worry rival AI agents could send shoppers to retailers with better product information.
A more comprehensive catalog could give those agents a reason to search Amazon first, helping protect the company’s advertising business.
Jassy told analysts that relatively few shoppers use agents to buy things and that the impact on Amazon’s ad business has been minimal so far.
Meta’s Muse has attracted more than 10 million users in the US and Canada since its September launch, Reuters reported. Amazon blocked Muse from its retail site that month and is still in a legal dispute with Perplexity over similar access.
Elon Musk also floated the idea of starting an Amazon competitor after an X post said Amazon had blocked xAI’s Grok agent. Will It Launch? The draft lists October 1, 2027, as a target.
One person told Reuters that Amazon was reassigning staff to work on the project, which the document places in its Selection & Catalog Systems unit under vice president Robert Tekiela.
Reuters could not establish whether or when the project would launch. Amazon said the draft was a brainstorming document that might not reflect its current plans.