When Your Browser Starts To Buy For You: What Is The Amazon-Perplexity Duel?

Every transformative innovation disrupts existing market structures, and the rise of agentic AI represents one of the most profound shifts yet in the digital economy. Unlike generative AI that merely responds to user prompts, agentic AI is capable of autonomous reasoning, planning, and execution of complex tasks including purchasing goods on behalf of users. With AI-powered browsers such as ChatGPT’s Atlas and Perplexity’s Comet, the browser itself is no longer a passive interface but an active commercial agent. 

This article examines the emerging legal battle between Amazon and Perplexity, triggered by Comet’s agentic shopping feature that allows users to describe their needs and delegate the entire purchasing journey to AI. Amazon has alleged that such autonomous activity violates its terms of use and constitutes unauthorised access under U.S. computer fraud laws, citing cybersecurity and user-safety concerns. Perplexity, however, characterises Comet as a lawful “user agent,” acting strictly under user authorisation arguing that restricting such agents amounts to an abuse of platform power. 

At the heart of the dispute lies a deeper struggle over control of data, user intent, and monetisation. Agentic AI threatens the traditional e-commerce model by bypassing advertisements, sponsored listings, and algorithmic funnels that generate platform revenue. The article situates this conflict within competition law jurisprudence, drawing parallels with Indian cases recognising data as a critical source of market power. 

Viewed through Indian law, particularly the Information Technology Act, 2000, the dispute raises pressing questions around authorisation, reasonable security practices, and platform obligations. Ultimately, this duel is not merely about access or security it is about who controls digital commerce in an AI-driven future. The outcome may redefine how online marketplaces, data, and autonomous agents coexist. 

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Sarvada Alert- When your browser starts to buy for you.pdf

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