Amazon’s "Apple Move": The Walled Garden Strategy against AI #LTM137

Let's talk Marketplace · Jan 8, 2026 · 44m · transcript

Agentic Commerce is fundamentally reshaping power dynamics in digital commerce. When AI agents take over purchase intent, product selection, and decision-making, platforms risk losing influence exactly where value is created today. In this episode Ingrid talks with Amazon expert Malte Karstan about whether Amazon is losing relevance in the agentic era - or deliberately choosing a defensive strategy to buy time. At the core of the discussion is a five-step commerce model that explains why agents primarily attack discovery, ranking, and retail media, not logistics or fulfillment. The episode…