Amazon Plans World Product Graph to Index Products Sold Anywhere

Amazon (AMZN) is weighing an internal plan, called the World Product Graph, to assemble data on nearly every product sold anywhere on the internet, whether or not Amazon sells it, according to an internal document reviewed by Reuters and people familiar with the matter.

The initiative, described in a six-page PR/FAQ memo, seeks to make Amazon a one-stop shop for product research that shoppers now do on Google, brand websites and review sites. The document says Amazon cannot be the go-destination for every shopping mission if customers must leave to research product relationships on Google, brand websites and review sites, and that those answers have so far required painstaking research on brand websites, third-party review sites and tech forums.

Amazon has already signed up Coca-Cola and Bayer, among others, to contribute product data continuously, and held a CEO-level trial summit with Procter & Gamble, according to the document. The plan also calls for Amazon to crawl other retailers' websites on its own; Reuters could not determine how or whether it would seek permission in all cases.

The project would also feed Amazon's AI shopping assistant, renamed Alexa for Shopping in May from Rufus. The document says "Many Rufus answers are factually wrong or incomplete" and that running the roughly 83 million weekly searches is expensive; more data should make the system more accurate and let Amazon use cheaper models. Amazon said in a statement that the usage figures are significantly outdated and that Alexa for Shopping is roughly 97% accurate globally.

Reuters could not determine if or when the plan will be implemented. The document, written like a press release, carries an aspirational release date of October 1, 2027, and Amazon cautioned that draft, outdated documents often paint an incomplete picture and do not necessarily reflect current plans. Not all PR/FAQ memos lead to a shipped product, and the people said the plan could be modified or aborted.

The stakes extend beyond search. According to a 2025 Morgan Stanley report cited in the Reuters story, 57% of online shoppers begin product research on Google versus 16% on Amazon, though Amazon leads 41% to 23% when shoppers already know what they want. Amazon executives have also grown wary of rival AI shopping agents: Meta's Muse agent has drawn more than 10 million users in the US and Canada since its September launch, and Amazon blocked Muse from its site that month and is suing Perplexity over similar access in a case that is ongoing. Chief executive Andy Jassy said on the third-quarter earnings call that few customers shop via agents yet and that advertising has been minimally impacted, and that Alexa for Shopping has been used by more than 400 million people in the past year.

Shares of Amazon were down 0.3% in delayed trading, part of a broader selloff following the resignation this week of Nvidia (NVDA) chief executive Jensen Huang. The World Product Graph sits in Amazon's Selection & Catalog Systems unit under vice president Robert Tekiela.