Amazon launches AI shopping assistant and fraud verification tools

Amazon is expanding its AI-driven consumer services through new integrations in the UK and the US. In the United Kingdom, the company has launched an AI shopping assistant within its official WhatsApp channel. This tool allows users to receive product recommendations, discover deals, and find alternatives through conversational chat. While the assistant can answer specific queries to help narrow down product choices, the actual purchasing process remains within the Amazon app or website.

In the United States, Amazon is introducing a new feature via Alexa for Shopping designed to combat fraud. This tool allows customers to verify whether suspicious emails, SMS messages, calls, or messenger communications are legitimate. The system compares the details of the suspicious message—such as the sender, content, and timing—against billions of official messages sent by Amazon. This initiative aims to address the approximately 360,000 annual support inquiries regarding message authenticity. Any communication flagged as suspicious is automatically reported to Amazon’s security team.