Amazon Restricts Perplexity Access, Resulting in GMV Loss
Amazon restricted access to stock and pricing data for the AI search tool Perplexity in April, causing a decline of about 30% in relevant Amazon GMV over the next two months. This move reflects Amazon's strict control over AI search traffic channels.
What are the key facts?
- 1Amazon restricts Perplexity access to stock and pricing
- 2Amazon-related GMV declines by about 30% in 60 days
What happened?
In April 2026, Amazon took measures to restrict the AI shopping proxy Perplexity's access to its stock and pricing data. As a result of this decision, Amazon-related GMV on the Perplexity platform decreased by approximately 30% over the next 60 days. Amazon's action aims to strengthen its control over AI traffic scraping to protect its market position and prevent external tools from influencing its internal data.
What does this mean for cross-border sellers?
Sellers need to pay attention to the platform's blocking of external traffic tools. It is recommended to prioritize promotions through Amazon's official channels and remain vigilant about platform policy changes to address potential traffic fluctuations.