Latest / Let's talk Marketplace / Amazon’s "Apple Move": The Walled Garden Strategy against AI #LTM137

Transcript

Amazon’s "Apple Move": The Walled Garden Strategy against AI #LTM137 · Let's talk Marketplace

• 0:00
  If
• 0:00
  this
• 0:00
  robots
• 0:00
  that
• 0:01
  text
• 0:02
  would
• 0:02
  not
• 0:02
  block
• 0:03
  them
• 0:03
  off.
• 0:03
  They
• 0:04
  could
• 0:04
  even
• 0:04
  continuously
• 0:05
  crawl,
• 0:06
  right?
• 0:06
  They
• 0:07
  could
• 0:07
  continuously
• 0:07
  crawl
• 0:08
  today,
• 0:08
  tomorrow
• 0:09
  after
• 0:09
  tomorrow.
• 0:10
  So
• 0:10
  they
• 0:10
  would
• 0:10
  even
• 0:11
  see
• 0:11
  that
• 0:12
  developing
• 0:13
  stuff
• 0:13
  that
• 0:14
  data
• 0:14
  ownership
• 0:15
  Amazon
• 0:16
  has
• 0:16
  today
• 0:16
  about,
• 0:17
  you
• 0:17
  know,
• 0:17
  like
• 0:17
  who's
• 0:18
  searching
• 0:18
  for
• 0:18
  what,
• 0:19
  what
• 0:19
  is
• 0:19
  sold
• 0:20
  and
• 0:20
  what
• 0:20
  frequency
• 0:21
  speed
• 0:22
  whatsoever.
• 0:27
  Let's
• 0:27
  talk
• 0:28
  marketplace.
• 0:28
  The
• 0:29
  marketplace
• 0:29
  podcast
• 0:30
  with
• 0:30
  ingrid
• 0:31
  lommer.
• 0:36
  Hello
• 0:36
  and
• 0:36
  welcome
• 0:37
  to
• 0:37
  let's
• 0:37
  Talk
• 0:37
  Marketplace.
• 0:38
  A
• 0:38
  new
• 0:39
  year
• 0:39
  and
• 0:39
  a
• 0:40
  new
• 0:40
  hair
• 0:40
  color
• 0:41
  and
• 0:41
  some
• 0:41
  new
• 0:41
  lighting
• 0:41
  as
• 0:41
  well
• 0:42
  because
• 0:42
  I
• 0:42
  got
• 0:42
  a
• 0:42
  PR
• 0:43
  Christmas
• 0:43
  present
• 0:43
  with
• 0:43
  a
• 0:44
  nice
• 0:44
  ring
• 0:44
  light
• 0:45
  for
• 0:45
  my
• 0:46
  podcast,
• 0:47
  so.
• 0:47
  But
• 0:47
  it's
• 0:48
  still
• 0:48
  your
• 0:48
  old
• 0:48
  host.
• 0:48
  I'm
• 0:49
  Ingrid.
• 0:49
  Great
• 0:49
  to
• 0:49
  have
• 0:49
  you
• 0:50
  back.
• 0:50
  And
• 0:50
  look
• 0:51
  else.
• 0:51
  Look
• 0:51
  who
• 0:51
  else
• 0:52
  is
• 0:52
  back.
• 0:52
  It's
• 0:52
  Maltekastan,
• 0:53
  my
• 0:53
  favorite
• 0:54
  Amazon
• 0:54
  expert.
• 0:55
  Good
• 0:55
  to
• 0:55
  have
• 0:55
  you
• 0:55
  in
• 0:55
  the
• 0:55
  show
• 0:56
  again,
• 0:56
  Malte.
• 0:56
  How
• 0:56
  have
• 0:56
  you.
• 0:56
  How
• 0:57
  have
• 0:57
  you
• 0:57
  been?
• 1:00
  That's
• 1:00
  good.
• 1:01
  I'm
• 1:01
  still
• 1:01
  there.
• 1:01
  Yeah.
• 1:02
  Good
• 1:02
  news.
• 1:03
  So
• 1:03
  it's
• 1:04
  me.
• 1:05
  Yeah,
• 1:06
  nice
• 1:06
  to
• 1:06
  be
• 1:06
  back.
• 1:06
  Okay,
• 1:07
  let's
• 1:07
  go.
• 1:08
  Yeah,
• 1:08
  great.
• 1:09
  Yeah.
• 1:10
  If
• 1:10
  you've
• 1:10
  been
• 1:10
  following
• 1:10
  our
• 1:11
  podcast
• 1:11
  for
• 1:11
  a
• 1:11
  while,
• 1:11
  you
• 1:12
  already
• 1:12
  know
• 1:12
  that
• 1:12
  I
• 1:12
  always
• 1:13
  invite
• 1:13
  Malte
• 1:13
  to
• 1:14
  join
• 1:14
  me
• 1:14
  when
• 1:14
  there
• 1:15
  is
• 1:15
  Amazon
• 1:15
  to
• 1:15
  be
• 1:16
  discussed.
• 1:16
  And
• 1:17
  yeah,
• 1:17
  he's
• 1:17
  been
• 1:18
  here,
• 1:18
  I
• 1:18
  think
• 1:18
  three
• 1:18
  times
• 1:19
  before.
• 1:19
  Malta.
• 1:20
  Yeah,
• 1:20
  something
• 1:20
  like
• 1:20
  that.
• 1:21
  So
• 1:21
  I
• 1:21
  will
• 1:22
  cut
• 1:22
  the
• 1:22
  longer
• 1:22
  introductions
• 1:23
  and
• 1:23
  just
• 1:24
  say
• 1:24
  he's
• 1:25
  one
• 1:25
  of
• 1:25
  the
• 1:25
  best
• 1:25
  and
• 1:25
  insightful
• 1:26
  experts
• 1:26
  on
• 1:27
  the
• 1:27
  Amazon
• 1:27
  universe
• 1:27
  in
• 1:28
  Europe.
• 1:28
  I
• 1:28
  know.
• 1:28
  And
• 1:29
  you
• 1:29
  should
• 1:29
  definitely
• 1:29
  follow
• 1:30
  him
• 1:30
  on
• 1:30
  LinkedIn.
• 1:31
  Let's
• 1:31
  keep
• 1:31
  it
• 1:31
  at
• 1:32
  that.
• 1:33
  But
• 1:33
  yeah,
• 1:34
  and
• 1:34
  of
• 1:34
  course
• 1:34
  I
• 1:35
  want
• 1:35
  to
• 1:35
  talk
• 1:35
  about
• 1:36
  Amazon
• 1:36
  today
• 1:36
  as
• 1:37
  well.
• 1:37
  This
• 1:37
  is
• 1:37
  why
• 1:38
  you're
• 1:38
  here,
• 1:38
  Malte.
• 1:39
  And
• 1:40
  normally
• 1:40
  I'd
• 1:40
  ask
• 1:41
  him
• 1:41
  to
• 1:42
  give
• 1:42
  up
• 1:42
  the
• 1:43
  latest
• 1:43
  gossip
• 1:44
  from
• 1:44
  some
• 1:44
  Amazon
• 1:44
  headquarters
• 1:45
  he's
• 1:45
  been
• 1:46
  regularly
• 1:46
  visiting.
• 1:47
  But
• 1:47
  for
• 1:47
  today,
• 1:49
  I
• 1:49
  have
• 1:49
  something
• 1:49
  special
• 1:49
  in
• 1:50
  mind
• 1:50
  because
• 1:51
  it's
• 1:51
  the
• 1:51
  first
• 1:52
  episode
• 1:52
  of
• 1:52
  the
• 1:52
  new
• 1:53
  year.
• 1:53
  So
• 1:53
  I
• 1:53
  thought
• 1:53
  we
• 1:54
  can
• 1:54
  be
• 1:54
  a
• 1:55
  little
• 1:55
  bit
• 1:55
  bold
• 1:55
  and
• 1:55
  a
• 1:56
  bit
• 1:56
  controversial
• 1:57
  and
• 1:57
  maybe
• 1:58
  debate
• 1:58
  a
• 1:58
  feeling
• 1:59
  that
• 1:59
  has
• 1:59
  crept
• 1:59
  up
• 1:59
  on
• 2:00
  me
• 2:00
  over
• 2:00
  the
• 2:00
  last
• 2:00
  month
• 2:01
  whenever
• 2:02
  I
• 2:02
  was
• 2:02
  doing
• 2:02
  research
• 2:03
  on
• 2:03
  AI
• 2:03
  and
• 2:04
  gentic
• 2:04
  commerce.
• 2:05
  Yeah.
• 2:06
  And
• 2:06
  that
• 2:06
  feeling
• 2:07
  basically
• 2:07
  boils
• 2:08
  down
• 2:08
  to
• 2:09
  Amazon
• 2:09
  is
• 2:10
  losing
• 2:10
  the
• 2:10
  AI
• 2:11
  game.
• 2:12
  So
• 2:12
  this
• 2:12
  is
• 2:12
  what
• 2:13
  I
• 2:15
  put
• 2:16
  to
• 2:16
  Malte
• 2:16
  and
• 2:17
  he
• 2:17
  was
• 2:19
  not
• 2:19
  convinced,
• 2:20
  I
• 2:20
  think
• 2:20
  from
• 2:21
  my
• 2:21
  thesis.
• 2:22
  And
• 2:22
  so
• 2:22
  I
• 2:22
  thought
• 2:22
  we
• 2:22
  could
• 2:23
  have
• 2:23
  a
• 2:23
  nice
• 2:23
  discussion
• 2:24
  on
• 2:24
  it.
• 2:25
  So
• 2:25
  shall
• 2:26
  we
• 2:26
  do
• 2:26
  it
• 2:26
  in
• 2:26
  the
• 2:27
  proper
• 2:27
  discussion
• 2:28
  way,
• 2:28
  Malte?
• 2:28
  I
• 2:28
  will
• 2:29
  present
• 2:30
  my
• 2:30
  case
• 2:30
  and
• 2:30
  you
• 2:30
  can
• 2:30
  answer.
• 2:32
  Good.
• 2:33
  Because
• 2:34
  I
• 2:35
  think,
• 2:35
  because
• 2:36
  as
• 2:36
  I
• 2:36
  say,
• 2:36
  I've
• 2:36
  been
• 2:37
  doing
• 2:37
  research
• 2:37
  and
• 2:38
  there's
• 2:38
  Microsoft
• 2:39
  with
• 2:39
  the
• 2:39
  OpenAI
• 2:40
  Halo
• 2:41
  and
• 2:41
  there's
• 2:41
  Google
• 2:41
  with
• 2:42
  Gemini
• 2:42
  and
• 2:43
  there's
• 2:43
  of
• 2:43
  course
• 2:43
  perplexity
• 2:44
  doing
• 2:44
  things,
• 2:45
  lots
• 2:45
  and
• 2:45
  lots
• 2:46
  of
• 2:46
  things
• 2:46
  in
• 2:46
  the
• 2:46
  agent
• 2:46
  e
• 2:47
  commerce
• 2:47
  universe.
• 2:48
  And
• 2:49
  then
• 2:49
  There's
• 2:49
  Amazon
• 2:50
  and
• 2:50
  I
• 2:51
  don't
• 2:51
  see
• 2:52
  what
• 2:52
  they
• 2:52
  are
• 2:52
  doing
• 2:53
  in
• 2:53
  this
• 2:53
  agent
• 2:54
  E
• 2:54
  commerce
• 2:54
  era,
• 2:55
  apart
• 2:55
  from
• 2:55
  Rufus,
• 2:56
  which
• 2:56
  is
• 2:57
  their
• 2:57
  own
• 2:57
  AI
• 2:58
  and
• 2:58
  apart
• 2:59
  from
• 2:59
  what
• 2:59
  I
• 2:59
  read,
• 3:00
  shutting
• 3:00
  out
• 3:01
  agent
• 3:01
  E
• 3:02
  commerce
• 3:02
  agents
• 3:02
  from
• 3:03
  their
• 3:03
  platform.
• 3:04
  So
• 3:04
  OpenAI
• 3:05
  and
• 3:06
  their
• 3:06
  colleagues
• 3:07
  are
• 3:07
  not
• 3:07
  allowed
• 3:07
  to
• 3:07
  buy
• 3:08
  on
• 3:08
  Amazon
• 3:09
  for
• 3:10
  now.
• 3:10
  So
• 3:11
  yeah,
• 3:12
  I
• 3:12
  think
• 3:13
  they're
• 3:13
  not
• 3:13
  doing
• 3:13
  enough
• 3:14
  and
• 3:14
  they're
• 3:14
  losing
• 3:14
  it.
• 3:15
  What
• 3:15
  would
• 3:15
  you
• 3:16
  say,
• 3:16
  Marte?
• 3:18
  I
• 3:19
  hope
• 3:19
  we
• 3:19
  have
• 3:19
  enough
• 3:19
  time.
• 3:22
  I
• 3:22
  mean
• 3:23
  that's
• 3:23
  indeed
• 3:24
  a
• 3:24
  bold
• 3:24
  thing,
• 3:24
  right?
• 3:25
  I
• 3:25
  mean
• 3:25
  that's
• 3:26
  a
• 3:26
  general
• 3:26
  thing.
• 3:27
  That's
• 3:28
  the
• 3:28
  question,
• 3:29
  like
• 3:29
  what
• 3:30
  you
• 3:30
  would
• 3:30
  do.
• 3:31
  Or
• 3:32
  we
• 3:32
  come
• 3:32
  from
• 3:33
  maybe
• 3:33
  a
• 3:33
  different
• 3:34
  perspective.
• 3:34
  We
• 3:35
  say,
• 3:35
  okay,
• 3:36
  what's
• 3:36
  the
• 3:37
  status
• 3:37
  quo
• 3:37
  today
• 3:38
  in
• 3:38
  terms
• 3:38
  of
• 3:39
  agentic
• 3:40
  AI,
• 3:40
  in
• 3:40
  terms
• 3:41
  of
• 3:41
  AI,
• 3:41
  right.
• 3:43
  On
• 3:43
  the
• 3:43
  one
• 3:43
  hand
• 3:44
  it's
• 3:44
  already,
• 3:46
  let's
• 3:46
  say
• 3:46
  it
• 3:46
  from
• 3:47
  an
• 3:47
  Amazon
• 3:47
  perspective,
• 3:48
  it's
• 3:48
  already
• 3:49
  dangerous,
• 3:50
  right?
• 3:51
  Absolutely.
• 3:51
  If
• 3:52
  you
• 3:52
  would
• 3:52
  open
• 3:52
  up
• 3:53
  your
• 3:53
  platform
• 3:54
  to
• 3:54
  AI,
• 3:56
  we're
• 3:56
  not
• 3:56
  talking
• 3:56
  about
• 3:57
  agentic
• 3:57
  AI,
• 3:57
  let's
• 3:58
  open
• 3:58
  it
• 3:58
  up
• 3:58
  to
• 3:59
  AI.
• 4:00
  They
• 4:00
  would
• 4:00
  be
• 4:00
  able
• 4:01
  to
• 4:02
  crawl,
• 4:02
  let's
• 4:03
  say
• 4:03
  at
• 4:03
  least
• 4:03
  status
• 4:04
  quo
• 4:04
  within
• 4:05
  days,
• 4:06
  some
• 4:06
  say
• 4:06
  within
• 4:07
  weeks.
• 4:08
  So
• 4:08
  everything
• 4:09
  you
• 4:09
  have
• 4:09
  built
• 4:09
  up
• 4:10
  in
• 4:10
  terms
• 4:10
  of
• 4:11
  listings
• 4:12
  reviews,
• 4:13
  everything
• 4:14
  that
• 4:14
  makes
• 4:15
  Amazon
• 4:15
  Amazon
• 4:16
  would
• 4:16
  be,
• 4:17
  let's
• 4:17
  say
• 4:17
  an
• 4:18
  open
• 4:18
  book
• 4:19
  to
• 4:19
  everyone,
• 4:20
  to
• 4:20
  that
• 4:21
  particular
• 4:21
  company,
• 4:22
  like
• 4:22
  googlebot
• 4:23
  is
• 4:23
  doing
• 4:24
  it,
• 4:24
  a
• 4:24
  perplexity
• 4:24
  bot
• 4:25
  or
• 4:25
  whatsoever.
• 4:26
  Whoever
• 4:27
  is
• 4:28
  doing
• 4:28
  it
• 4:28
  would
• 4:28
  have
• 4:29
  everything.
• 4:29
  Even
• 4:30
  more
• 4:30
  dangerous
• 4:31
  would
• 4:31
  be
• 4:31
  if
• 4:31
  someone,
• 4:33
  you
• 4:33
  know,
• 4:33
  if
• 4:34
  this
• 4:34
  robots
• 4:35
  Txt
• 4:36
  like
• 4:36
  this,
• 4:36
  the
• 4:37
  storekeeper
• 4:37
  of
• 4:38
  Amazon,
• 4:38
  right,
• 4:38
  That's
• 4:39
  blocking
• 4:39
  off
• 4:39
  all
• 4:40
  those
• 4:40
  agentic
• 4:40
  AIs
• 4:41
  and
• 4:41
  AI
• 4:41
  solutions.
• 4:43
  If
• 4:43
  this
• 4:43
  robots
• 4:44
  that
• 4:45
  text
• 4:45
  would
• 4:46
  not
• 4:46
  block
• 4:46
  them
• 4:46
  off.
• 4:47
  They
• 4:47
  could
• 4:47
  even
• 4:48
  continuously
• 4:49
  crawl,
• 4:50
  right?
• 4:50
  They
• 4:51
  could
• 4:51
  continuously
• 4:51
  crawl
• 4:52
  today,
• 4:52
  tomorrow
• 4:53
  after
• 4:53
  tomorrow.
• 4:54
  So
• 4:54
  they
• 4:54
  would
• 4:54
  even
• 4:55
  see
• 4:56
  that
• 4:56
  developing
• 4:57
  stuff,
• 4:58
  that
• 4:58
  data
• 4:59
  ownership
• 4:59
  Amazon
• 5:00
  has
• 5:00
  today
• 5:01
  about,
• 5:01
  you
• 5:01
  know,
• 5:01
  like
• 5:02
  who's
• 5:02
  searching
• 5:02
  for
• 5:03
  what,
• 5:03
  what
• 5:03
  is
• 5:03
  sold
• 5:04
  and
• 5:04
  what
• 5:05
  frequency,
• 5:06
  speed,
• 5:06
  whatsoever.
• 5:07
  Yeah,
• 5:08
  how
• 5:08
  are
• 5:08
  reviews
• 5:09
  developing,
• 5:09
  which
• 5:09
  items
• 5:10
  are
• 5:10
  trending,
• 5:11
  all
• 5:11
  that.
• 5:12
  That's
• 5:13
  why
• 5:13
  Amazon
• 5:13
  is
• 5:14
  definitely
• 5:14
  purposely
• 5:16
  and
• 5:16
  from
• 5:17
  my
• 5:17
  perspective,
• 5:17
  correctly,
• 5:19
  blocking
• 5:20
  everything
• 5:21
  off.
• 5:22
  That's
• 5:22
  agentic
• 5:23
  AI.
• 5:23
  And
• 5:24
  what's
• 5:24
  AI?
• 5:25
  That's
• 5:25
  today.
• 5:26
  And
• 5:27
  that's
• 5:27
  the
• 5:27
  only
• 5:27
  solution
• 5:28
  for
• 5:28
  today.
• 5:29
  Otherwise
• 5:29
  you
• 5:30
  would
• 5:30
  make
• 5:30
  yourself
• 5:31
  redundant
• 5:32
  within
• 5:33
  short
• 5:33
  period
• 5:33
  of
• 5:33
  time.
• 5:34
  Yeah,
• 5:34
  some
• 5:34
  say,
• 5:34
  as
• 5:35
  I
• 5:35
  said,
• 5:35
  agentic
• 5:36
  AI
• 5:36
  would
• 5:36
  need
• 5:37
  days,
• 5:37
  some
• 5:38
  say
• 5:38
  weeks
• 5:38
  to
• 5:38
  get
• 5:39
  everything
• 5:39
  out
• 5:39
  of
• 5:39
  Amazon
• 5:40
  that's
• 5:40
  existing
• 5:41
  in
• 5:41
  terms
• 5:41
  of
• 5:41
  data.
• 5:42
  So
• 5:43
  the
• 5:43
  disruptor
• 5:44
  is
• 5:44
  afraid
• 5:44
  of
• 5:44
  the
• 5:45
  disruptors?
• 5:47
  Yeah,
• 5:47
  something
• 5:48
  like
• 5:48
  that.
• 5:48
  I
• 5:48
  mean
• 5:49
  you
• 5:49
  have
• 5:49
  to
• 5:49
  preserve
• 5:51
  what
• 5:51
  you
• 5:51
  got,
• 5:52
  right?
• 5:52
  I
• 5:53
  mean
• 5:54
  it's
• 5:54
  this,
• 5:55
  that's
• 5:55
  that
• 5:55
  magic
• 5:56
  five,
• 5:56
  right?
• 5:57
  It's
• 5:57
  those
• 5:57
  five
• 5:57
  steps,
• 5:58
  right?
• 5:58
  Oh,
• 5:59
  I
• 5:59
  have
• 5:59
  to
• 5:59
  take
• 5:59
  the
• 5:59
  total
• 6:00
  off,
• 6:00
  you
• 6:00
  know,
• 6:03
  it's
• 6:03
  those
• 6:03
  magic
• 6:04
  five
• 6:04
  steps.
• 6:04
  That
• 6:04
  are,
• 6:05
  let's
• 6:05
  say,
• 6:06
  worth
• 6:08
  defending,
• 6:09
  right?
• 6:10
  It's
• 6:10
  this,
• 6:11
  maybe
• 6:12
  you've
• 6:12
  heard
• 6:12
  this
• 6:12
  in
• 6:12
  commerce,
• 6:13
  right?
• 6:13
  It's
• 6:13
  this
• 6:13
  intent
• 6:14
  capture.
• 6:15
  The
• 6:15
  first
• 6:15
  step,
• 6:16
  option
• 6:16
  construction.
• 6:17
  Let's
• 6:18
  say
• 6:18
  in
• 6:18
  the
• 6:18
  first
• 6:18
  step,
• 6:19
  what
• 6:19
  is
• 6:19
  the
• 6:19
  customer
• 6:20
  searching?
• 6:20
  In
• 6:20
  the
• 6:20
  second
• 6:21
  step,
• 6:21
  what
• 6:21
  am
• 6:22
  I
• 6:22
  showing
• 6:22
  to
• 6:22
  the
• 6:22
  customer?
• 6:23
  Yeah,
• 6:24
  option
• 6:24
  construction.
• 6:25
  In
• 6:25
  the
• 6:25
  third
• 6:25
  step,
• 6:26
  what
• 6:26
  am
• 6:27
  I
• 6:27
  really
• 6:27
  showing
• 6:28
  to
• 6:28
  the
• 6:29
  customer?
• 6:29
  Let's
• 6:29
  say
• 6:29
  this
• 6:30
  decision
• 6:30
  logic
• 6:31
  and
• 6:31
  then
• 6:31
  it's
• 6:32
  transaction
• 6:32
  execution
• 6:33
  and
• 6:33
  all
• 6:33
  that
• 6:33
  data
• 6:34
  aftermath
• 6:34
  that
• 6:35
  five
• 6:35
  steps.
• 6:35
  Amazon
• 6:36
  is
• 6:36
  saying
• 6:37
  we
• 6:37
  definitely
• 6:38
  want
• 6:38
  to
• 6:38
  own
• 6:39
  in
• 6:39
  future
• 6:40
  the
• 6:41
  last
• 6:41
  three
• 6:41
  steps.
• 6:43
  But
• 6:43
  this
• 6:43
  is
• 6:43
  not
• 6:43
  working
• 6:44
  with
• 6:44
  agentic
• 6:45
  AI.
• 6:45
  Agentic
• 6:46
  AI
• 6:47
  basically
• 6:47
  is
• 6:47
  designed
• 6:48
  to
• 6:49
  move
• 6:50
  some
• 6:50
  steps
• 6:51
  out
• 6:51
  of
• 6:51
  the
• 6:51
  platform.
• 6:52
  Yeah.
• 6:53
  What
• 6:53
  are
• 6:54
  you
• 6:54
  searching
• 6:54
  for?
• 6:54
  Only
• 6:55
  the
• 6:55
  AI
• 6:56
  knows
• 6:56
  the
• 6:57
  prompt.
• 6:59
  What
• 6:59
  am
• 6:59
  I
• 6:59
  showing
• 7:00
  to
• 7:00
  the
• 7:01
  customer?
• 7:02
  Agentic
• 7:02
  AI
• 7:03
  is
• 7:03
  doing
• 7:03
  it.
• 7:03
  They're
• 7:04
  picking
• 7:04
  from
• 7:04
  all
• 7:04
  across
• 7:05
  the
• 7:05
  web,
• 7:05
  from
• 7:05
  everywhere
• 7:06
  and
• 7:07
  are
• 7:07
  showing
• 7:07
  to
• 7:08
  the
• 7:08
  customer
• 7:08
  something.
• 7:09
  And
• 7:09
  even
• 7:10
  the
• 7:10
  top
• 7:10
  pick
• 7:11
  the
• 7:12
  third
• 7:12
  step,
• 7:13
  what
• 7:13
  is
• 7:13
  the
• 7:13
  best
• 7:13
  choice
• 7:14
  for
• 7:14
  you?
• 7:14
  Right?
• 7:15
  I
• 7:15
  mean
• 7:15
  this
• 7:15
  is
• 7:15
  very
• 7:15
  powerful.
• 7:16
  If
• 7:16
  an
• 7:16
  AI
• 7:16
  is
• 7:17
  doing
• 7:17
  it
• 7:17
  in
• 7:17
  future,
• 7:17
  even
• 7:18
  the
• 7:18
  AI
• 7:18
  is
• 7:19
  checking
• 7:19
  out
• 7:19
  itself.
• 7:20
  It's
• 7:20
  not
• 7:20
  the
• 7:21
  customer
• 7:21
  buy
• 7:21
  me
• 7:22
  the
• 7:22
  best
• 7:22
  thing,
• 7:22
  the
• 7:23
  best
• 7:23
  batteries
• 7:23
  or
• 7:24
  something.
• 7:24
  I
• 7:24
  don't
• 7:25
  need
• 7:25
  to
• 7:25
  be
• 7:25
  involved
• 7:25
  in
• 7:25
  the
• 7:26
  first
• 7:26
  three
• 7:26
  steps,
• 7:27
  Right?
• 7:28
  That
• 7:28
  would
• 7:28
  mean
• 7:30
  that
• 7:32
  agentic
• 7:33
  AI
• 7:34
  in
• 7:35
  future
• 7:35
  is
• 7:36
  moving
• 7:36
  from
• 7:36
  the
• 7:37
  five
• 7:37
  important
• 7:37
  steps
• 7:38
  in
• 7:38
  commerce
• 7:39
  three
• 7:39
  steps
• 7:39
  out
• 7:40
  of
• 7:40
  the
• 7:40
  platforms.
• 7:42
  Worst
• 7:43
  case
• 7:43
  scenario
• 7:43
  for
• 7:44
  Amazon,
• 7:45
  agentic
• 7:45
  AI
• 7:46
  does
• 7:46
  not
• 7:46
  want
• 7:46
  to
• 7:46
  be
• 7:46
  involved
• 7:46
  in
• 7:47
  step
• 7:47
  four,
• 7:48
  right?
• 7:48
  Or
• 7:48
  this
• 7:49
  execution,
• 7:50
  shipping,
• 7:51
  all
• 7:52
  this,
• 7:52
  the
• 7:52
  messy
• 7:52
  stuff
• 7:53
  and
• 7:53
  remain
• 7:54
  with
• 7:54
  the
• 7:54
  platforms
• 7:55
  whatsoever.
• 7:55
  Right?
• 7:56
  Step
• 7:57
  five
• 7:57
  is
• 7:57
  becoming
• 7:57
  interesting
• 7:58
  once
• 7:58
  again.
• 7:58
  Is
• 7:59
  all
• 7:59
  the
• 7:59
  data
• 7:59
  ownership,
• 8:00
  right?
• 8:00
  All
• 8:00
  that,
• 8:01
  let's
• 8:01
  say,
• 8:02
  let's
• 8:03
  call
• 8:03
  it,
• 8:04
  they
• 8:04
  call
• 8:04
  it
• 8:05
  data
• 8:05
  exhaust,
• 8:05
  but
• 8:06
  it's
• 8:06
  all
• 8:06
  that.
• 8:07
  What
• 8:07
  do
• 8:07
  I
• 8:07
  learn
• 8:07
  from
• 8:08
  that?
• 8:08
  Right?
• 8:08
  Customer
• 8:08
  bought
• 8:09
  this
• 8:09
  customer
• 8:10
  like
• 8:10
  this
• 8:10
  item
• 8:11
  got
• 8:11
  sold.
• 8:11
  There
• 8:12
  are
• 8:12
  so
• 8:12
  many
• 8:12
  informations
• 8:13
  in
• 8:13
  that
• 8:13
  process.
• 8:14
  This
• 8:15
  is
• 8:15
  indeed
• 8:15
  something
• 8:15
  agendik
• 8:16
  I
• 8:16
  would
• 8:16
  also
• 8:17
  somehow
• 8:17
  own,
• 8:18
  right?
• 8:18
  I
• 8:18
  mean
• 8:18
  they
• 8:18
  know
• 8:19
  that
• 8:19
  this
• 8:19
  particular
• 8:19
  customer
• 8:20
  bought
• 8:20
  this
• 8:20
  and
• 8:21
  when
• 8:21
  and
• 8:21
  why
• 8:22
  and
• 8:22
  purpose
• 8:22
  and
• 8:23
  season
• 8:23
  and
• 8:24
  all
• 8:24
  that
• 8:24
  and
• 8:24
  so
• 8:24
  on.
• 8:25
  So
• 8:26
  that
• 8:26
  means
• 8:28
  if
• 8:29
  Amazon
• 8:30
  would
• 8:30
  now
• 8:31
  say
• 8:32
  we
• 8:32
  come
• 8:33
  to
• 8:33
  the
• 8:33
  point
• 8:33
  like
• 8:33
  Shopify
• 8:34
  and
• 8:34
  Walmart,
• 8:35
  they
• 8:35
  say
• 8:36
  be
• 8:36
  my
• 8:37
  guest.
• 8:37
  I
• 8:37
  mean
• 8:38
  agentic
• 8:38
  AI
• 8:39
  is
• 8:39
  at
• 8:39
  least
• 8:39
  driving
• 8:40
  some
• 8:40
  sort
• 8:40
  of
• 8:41
  traffic
• 8:41
  here.
• 8:41
  I
• 8:42
  mean
• 8:42
  the
• 8:42
  sales,
• 8:43
  not
• 8:43
  traffic.
• 8:44
  We
• 8:44
  have
• 8:44
  to
• 8:44
  differentiate
• 8:45
  here.
• 8:45
  Turnover.
• 8:46
  Yeah,
• 8:47
  turnover.
• 8:47
  And
• 8:48
  Walmart
• 8:48
  says
• 8:50
  if
• 8:50
  agentic
• 8:51
  AI
• 8:51
  is
• 8:52
  today
• 8:53
  offering
• 8:54
  options,
• 8:55
  step
• 8:55
  two
• 8:56
  to
• 8:56
  a
• 8:56
  customer
• 8:57
  and
• 8:57
  Amazon
• 8:57
  is
• 8:58
  not
• 8:58
  involved
• 8:58
  in
• 8:58
  those
• 8:59
  options
• 8:59
  because
• 8:59
  Amazon's
• 9:00
  saying
• 9:00
  no,
• 9:00
  not
• 9:01
  this
• 9:01
  time.
• 9:02
  Walmart
• 9:02
  says.
• 9:05
  Thank
• 9:06
  you.
• 9:06
  Yeah,
• 9:06
  thank
• 9:07
  you.
• 9:07
  A
• 9:08
  great
• 9:08
  opportunity.
• 9:09
  I
• 9:09
  mean
• 9:09
  Walmart
• 9:10
  has
• 9:10
  to
• 9:10
  open
• 9:11
  up
• 9:11
  things
• 9:11
  a
• 9:11
  little
• 9:11
  bit
• 9:12
  aggressively.
• 9:13
  I
• 9:13
  mean,
• 9:15
  let's
• 9:15
  come
• 9:16
  to
• 9:16
  the.
• 9:16
  My
• 9:17
  conclusion
• 9:17
  in
• 9:17
  the
• 9:17
  first
• 9:18
  part
• 9:18
  here
• 9:18
  is
• 9:19
  it's
• 9:20
  from
• 9:20
  my
• 9:20
  perspective
• 9:21
  some
• 9:21
  sort
• 9:21
  of
• 9:23
  showing
• 9:23
  force
• 9:24
  what
• 9:24
  Amazon
• 9:25
  is
• 9:25
  doing.
• 9:25
  They
• 9:26
  are
• 9:26
  saying
• 9:27
  no.
• 9:28
  While
• 9:28
  Shopify
• 9:29
  and
• 9:30
  Walmart
• 9:30
  and
• 9:31
  others,
• 9:31
  you
• 9:32
  know
• 9:32
  that
• 9:32
  Etsy
• 9:32
  and
• 9:33
  blah
• 9:33
  blah
• 9:33
  and
• 9:33
  so
• 9:33
  on,
• 9:34
  while
• 9:34
  other
• 9:35
  platforms
• 9:36
  solutions
• 9:37
  are
• 9:37
  saying
• 9:37
  okay,
• 9:38
  we
• 9:38
  are
• 9:38
  totally
• 9:39
  fine
• 9:40
  with
• 9:40
  a
• 9:41
  future
• 9:41
  scenario
• 9:42
  in
• 9:43
  which
• 9:43
  we
• 9:43
  are
• 9:44
  just
• 9:44
  step
• 9:45
  four,
• 9:46
  the
• 9:46
  execute,
• 9:47
  we
• 9:47
  are
• 9:47
  the
• 9:47
  shippers,
• 9:48
  we
• 9:48
  are
• 9:48
  the
• 9:49
  executioner
• 9:49
  stuff.
• 9:50
  We
• 9:50
  are
• 9:50
  the
• 9:50
  checkout
• 9:50
  platform
• 9:51
  where
• 9:51
  things
• 9:52
  are,
• 9:52
  let's
• 9:52
  say
• 9:52
  pick,
• 9:53
  pack,
• 9:53
  ship
• 9:54
  checked
• 9:54
  out.
• 9:54
  Right.
• 9:55
  So
• 9:55
  that's
• 9:56
  basically
• 9:57
  from
• 9:57
  my
• 9:58
  Amazon
• 9:58
  saying
• 10:00
  and
• 10:01
  we
• 10:01
  can
• 10:01
  move
• 10:01
  forward
• 10:01
  to
• 10:02
  the
• 10:02
  point
• 10:02
  why
• 10:03
  I
• 10:03
  think
• 10:04
  it's
• 10:04
  about
• 10:05
  showing
• 10:05
  force
• 10:05
  here.
• 10:06
  They
• 10:06
  say
• 10:06
  no,
• 10:07
  we
• 10:07
  are
• 10:08
  not
• 10:08
  fine
• 10:08
  with
• 10:09
  a
• 10:09
  scenario
• 10:10
  where
• 10:11
  we
• 10:11
  only
• 10:11
  own
• 10:12
  one
• 10:12
  of
• 10:13
  the
• 10:13
  five
• 10:13
  steps
• 10:13
  in
• 10:14
  future.
• 10:14
  We
• 10:14
  want
• 10:14
  more.
• 10:16
  Yeah,
• 10:16
  well
• 10:17
  I
• 10:17
  can
• 10:17
  get
• 10:17
  that
• 10:17
  from
• 10:18
  dev
• 10:18
  perspective.
• 10:19
  While
• 10:20
  you
• 10:20
  were
• 10:20
  talking
• 10:20
  I
• 10:20
  was
• 10:21
  just
• 10:22
  having
• 10:22
  this
• 10:23
  strange
• 10:24
  sense
• 10:24
  of
• 10:24
  deja
• 10:25
  vu
• 10:25
  because
• 10:26
  I'm
• 10:26
  from
• 10:26
  an
• 10:27
  industry
• 10:27
  that
• 10:27
  has
• 10:27
  been
• 10:28
  disrupted
• 10:28
  a
• 10:28
  few
• 10:28
  years
• 10:28
  ago
• 10:29
  in
• 10:29
  journalism
• 10:30
  and
• 10:31
  the
• 10:31
  things
• 10:32
  that
• 10:32
  publishing
• 10:33
  houses
• 10:33
  used
• 10:34
  to
• 10:34
  do.
• 10:34
  When
• 10:34
  Google
• 10:34
  came
• 10:35
  up
• 10:35
  and
• 10:35
  started
• 10:35
  crawling
• 10:36
  their
• 10:36
  news
• 10:37
  websites,
• 10:38
  they
• 10:39
  tried
• 10:39
  the
• 10:39
  same
• 10:39
  thing
• 10:40
  as
• 10:40
  Amazon
• 10:40
  is
• 10:40
  trying
• 10:41
  now
• 10:41
  and
• 10:41
  as
• 10:41
  we
• 10:41
  know
• 10:42
  now,
• 10:42
  in
• 10:42
  vain.
• 10:43
  It's
• 10:44
  really
• 10:44
  hard
• 10:44
  to
• 10:45
  stem
• 10:45
  against
• 10:46
  the
• 10:46
  tsunami
• 10:47
  of
• 10:47
  a
• 10:47
  real
• 10:48
  disruption
• 10:49
  as
• 10:49
  it's
• 10:49
  happening
• 10:50
  at
• 10:50
  the
• 10:50
  moment.
• 10:51
  So
• 10:51
  okay,
• 10:52
  I
• 10:52
  get
• 10:52
  that
• 10:53
  you
• 10:53
  are
• 10:54
  saying
• 10:54
  Amazon
• 10:54
  is
• 10:55
  buying
• 10:55
  themselves
• 10:55
  a
• 10:56
  bit
• 10:56
  of
• 10:56
  time
• 10:56
  in
• 10:57
  a
• 10:57
  way.
• 10:58
  They're
• 10:58
  pushing,
• 10:58
  they're
• 10:59
  closing
• 10:59
  the
• 10:59
  borders
• 11:00
  so
• 11:00
  that
• 11:00
  they
• 11:00
  can
• 11:01
  have
• 11:02
  time
• 11:02
  to
• 11:02
  do
• 11:02
  a
• 11:03
  counter
• 11:03
  strategy.
• 11:04
  The
• 11:04
  question
• 11:04
  is
• 11:04
  just
• 11:05
  why
• 11:05
  aren't
• 11:05
  they
• 11:06
  there
• 11:06
  yet?
• 11:06
  I
• 11:07
  mean
• 11:07
  what
• 11:07
  is
• 11:07
  Amazon
• 11:08
  doing
• 11:08
  in.
• 11:09
  In
• 11:09
  tame.
• 11:09
  In
• 11:09
  times
• 11:10
  or
• 11:10
  in
• 11:10
  terms
• 11:10
  of
• 11:11
  agentic
• 11:11
  commerce
• 11:12
  themselves?
• 11:15
  Yeah,
• 11:15
  I
• 11:15
  mean,
• 11:15
  okay,
• 11:16
  there
• 11:16
  are
• 11:16
  two
• 11:17
  important
• 11:17
  things
• 11:17
  in
• 11:17
  there,
• 11:18
  right?
• 11:18
  Your
• 11:19
  first
• 11:19
  question,
• 11:19
  let's
• 11:20
  say,
• 11:20
  or
• 11:20
  your
• 11:21
  first
• 11:21
  standpoint
• 11:22
  is
• 11:22
  they're
• 11:22
  buying
• 11:22
  time.
• 11:23
  And
• 11:23
  that's
• 11:23
  true.
• 11:24
  Question
• 11:24
  would
• 11:24
  be
• 11:25
  what
• 11:25
  are
• 11:25
  they
• 11:25
  buying
• 11:26
  time
• 11:26
  for?
• 11:26
  Yes,
• 11:27
  I
• 11:28
  mean
• 11:29
  we
• 11:29
  can
• 11:29
  maybe
• 11:29
  talk,
• 11:30
  start
• 11:30
  with
• 11:30
  this
• 11:30
  maybe.
• 11:31
  Right,
• 11:32
  so
• 11:33
  that's
• 11:33
  a
• 11:33
  valid
• 11:33
  question,
• 11:34
  right?
• 11:35
  What
• 11:35
  the
• 11:35
  heck,
• 11:36
  what
• 11:36
  are
• 11:36
  they
• 11:37
  buying
• 11:37
  time
• 11:38
  for?
• 11:38
  I
• 11:38
  mean,
• 11:38
  what
• 11:39
  are
• 11:39
  the
• 11:39
  possible
• 11:39
  scenarios?
• 11:40
  Scenario
• 11:40
  A
• 11:41
  is
• 11:42
  agentic
• 11:42
  AI
• 11:43
  is
• 11:43
  becoming
• 11:44
  the
• 11:44
  main
• 11:45
  customer
• 11:46
  intake
• 11:47
  layer.
• 11:47
  Let's
• 11:48
  say
• 11:48
  for,
• 11:48
  for
• 11:48
  E
• 11:49
  commerce,
• 11:49
  for
• 11:49
  commerce
• 11:50
  going
• 11:50
  forward.
• 11:51
  Like
• 11:52
  browsers
• 11:53
  back
• 11:53
  in
• 11:53
  the
• 11:54
  days.
• 11:54
  Right.
• 11:56
  That
• 11:57
  could
• 11:57
  be
• 11:57
  scenario
• 11:58
  A.
• 11:58
  Scenario
• 11:59
  B
• 11:59
  could
• 11:59
  be.
• 12:00
  I
• 12:00
  mean
• 12:00
  that's
• 12:01
  going
• 12:01
  away.
• 12:03
  It's
• 12:03
  not
• 12:04
  working.
• 12:04
  I
• 12:04
  don't
• 12:04
  know.
• 12:05
  Regulatory
• 12:05
  pressure.
• 12:06
  Yeah,
• 12:07
  that
• 12:07
  worked
• 12:07
  really
• 12:07
  well
• 12:07
  with
• 12:08
  the
• 12:08
  Internet,
• 12:08
  you
• 12:08
  know.
• 12:08
  Yeah.
• 12:09
  And
• 12:09
  also
• 12:10
  with
• 12:10
  the
• 12:10
  browser.
• 12:12
  That's
• 12:13
  nothing
• 12:13
  for
• 12:13
  the
• 12:13
  future
• 12:14
  they
• 12:14
  said
• 12:14
  basically.
• 12:16
  So
• 12:16
  let's
• 12:17
  imagine
• 12:17
  or
• 12:18
  let's
• 12:18
  be
• 12:18
  pretty
• 12:19
  precise
• 12:20
  somehow
• 12:21
  different
• 12:21
  intake
• 12:22
  scenarios,
• 12:22
  voice
• 12:25
  device,
• 12:26
  whatsoever
• 12:27
  let's
• 12:27
  assume
• 12:28
  agentic
• 12:28
  AI
• 12:29
  is
• 12:29
  powerful
• 12:29
  and
• 12:30
  is
• 12:30
  going
• 12:30
  to
• 12:30
  be
• 12:30
  the
• 12:30
  main
• 12:32
  consumer
• 12:32
  layer.
• 12:33
  Let's
• 12:33
  say
• 12:33
  going
• 12:33
  forward.
• 12:34
  If
• 12:35
  this
• 12:35
  is
• 12:35
  the
• 12:35
  case,
• 12:36
  what
• 12:36
  does
• 12:36
  that
• 12:37
  mean
• 12:37
  for
• 12:37
  Amazon?
• 12:38
  What
• 12:38
  would
• 12:38
  that
• 12:39
  mean
• 12:39
  for
• 12:39
  Amazon?
• 12:39
  That
• 12:39
  would
• 12:40
  definitely
• 12:40
  mean,
• 12:41
  okay,
• 12:42
  take
• 12:42
  step
• 12:43
  four
• 12:44
  and
• 12:45
  go
• 12:45
  right.
• 12:46
  And
• 12:46
  be
• 12:47
  happy
• 12:48
  that
• 12:48
  you
• 12:48
  preserve
• 12:49
  something.
• 12:49
  At
• 12:49
  least
• 12:49
  Amazon
• 12:50
  is
• 12:50
  saying,
• 12:50
  okay,
• 12:50
  we
• 12:50
  have
• 12:51
  300
• 12:51
  million
• 12:51
  customers.
• 12:52
  We
• 12:52
  are
• 12:52
  too
• 12:52
  big,
• 12:53
  we
• 12:54
  are
• 12:54
  too
• 12:54
  big
• 12:54
  to
• 12:54
  simply
• 12:55
  say,
• 12:55
  like
• 12:55
  the
• 12:55
  others,
• 12:56
  to
• 12:56
  simply
• 12:57
  say
• 12:58
  we
• 12:58
  are
• 12:58
  satisfied
• 12:58
  with
• 12:59
  one
• 12:59
  of
• 12:59
  the
• 12:59
  five.
• 13:01
  What
• 13:01
  would
• 13:01
  that
• 13:01
  mean?
• 13:02
  I
• 13:02
  mean,
• 13:02
  giving
• 13:03
  away
• 13:03
  step
• 13:04
  two
• 13:04
  would
• 13:05
  mean
• 13:05
  you
• 13:06
  are
• 13:06
  killing
• 13:06
  your
• 13:07
  entire
• 13:07
  ads
• 13:07
  business.
• 13:08
  Because
• 13:09
  all
• 13:09
  that,
• 13:10
  what
• 13:10
  is
• 13:10
  shown,
• 13:11
  what
• 13:11
  is
• 13:11
  decided
• 13:12
  in
• 13:12
  the
• 13:12
  background,
• 13:13
  what
• 13:13
  is.
• 13:14
  Shown
• 13:15
  moves
• 13:15
  away
• 13:15
  from
• 13:16
  the
• 13:16
  platform.
• 13:16
  The
• 13:16
  search
• 13:17
  results,
• 13:18
  let's
• 13:18
  say
• 13:18
  in
• 13:19
  step
• 13:19
  three
• 13:19
  to
• 13:19
  the
• 13:19
  customer
• 13:21
  is
• 13:21
  defined
• 13:22
  partially
• 13:23
  buy
• 13:24
  ads.
• 13:25
  Yeah.
• 13:26
  It's
• 13:26
  a
• 13:26
  portion
• 13:27
  of
• 13:27
  the
• 13:27
  best
• 13:27
  pigs,
• 13:28
  let's
• 13:29
  say
• 13:29
  the
• 13:29
  best
• 13:29
  choice
• 13:30
  anyways.
• 13:30
  But
• 13:30
  also
• 13:31
  who
• 13:31
  paid
• 13:32
  the
• 13:32
  most
• 13:33
  to
• 13:34
  be
• 13:34
  a
• 13:34
  top
• 13:34
  pick
• 13:34
  today
• 13:35
  for
• 13:35
  this
• 13:35
  customer.
• 13:36
  Right.
• 13:36
  Which
• 13:36
  is
• 13:36
  why
• 13:36
  this
• 13:36
  is
• 13:37
  such
• 13:37
  an
• 13:37
  important
• 13:37
  topic
• 13:38
  for
• 13:38
  Amazon,
• 13:38
  because
• 13:38
  it's
• 13:39
  a
• 13:39
  huge
• 13:40
  part
• 13:40
  of
• 13:40
  their
• 13:41
  turnover.
• 13:41
  Yeah.
• 13:42
  I
• 13:42
  mean
• 13:43
  that's
• 13:43
  one
• 13:43
  of
• 13:43
  the
• 13:43
  two
• 13:44
  parts,
• 13:44
  I
• 13:44
  think,
• 13:44
  where
• 13:44
  they're
• 13:45
  earning
• 13:45
  money.
• 13:45
  Right.
• 13:46
  I
• 13:46
  mean,
• 13:46
  AWS
• 13:47
  growing
• 13:47
  exponentially
• 13:48
  still.
• 13:48
  Yeah.
• 13:49
  So
• 13:50
  would
• 13:50
  you,
• 13:51
  if
• 13:51
  you
• 13:51
  would
• 13:51
  be
• 13:51
  Amazon,
• 13:52
  would
• 13:52
  you
• 13:52
  now
• 13:53
  say
• 13:54
  step
• 13:54
  four
• 13:55
  is,
• 13:55
  okay,
• 13:57
  let's
• 13:58
  kill
• 13:58
  the
• 13:58
  ads
• 13:58
  business
• 13:59
  going
• 13:59
  forward
• 13:59
  purposely?
• 14:00
  No,
• 14:00
  no
• 14:00
  one
• 14:00
  would
• 14:01
  say
• 14:01
  that.
• 14:01
  At
• 14:02
  least
• 14:02
  you
• 14:02
  have
• 14:02
  to
• 14:02
  stem
• 14:03
  against
• 14:03
  that.
• 14:03
  The
• 14:04
  other
• 14:04
  thing
• 14:04
  is,
• 14:04
  and
• 14:04
  that
• 14:05
  was
• 14:05
  your
• 14:05
  second
• 14:05
  question,
• 14:07
  why
• 14:07
  is
• 14:07
  Amazon
• 14:08
  not
• 14:09
  aggressively
• 14:10
  leaning
• 14:11
  into
• 14:11
  that
• 14:12
  agentic
• 14:12
  AI
• 14:13
  thing?
• 14:13
  The
• 14:14
  problem
• 14:14
  is
• 14:15
  they
• 14:15
  can't.
• 14:16
  I
• 14:16
  mean,
• 14:16
  they
• 14:17
  can't
• 14:17
  really.
• 14:17
  Right.
• 14:18
  If
• 14:18
  Amazon
• 14:19
  would
• 14:19
  create
• 14:19
  now,
• 14:19
  I
• 14:20
  mean
• 14:20
  this
• 14:20
  would
• 14:20
  be
• 14:20
  the
• 14:20
  logic.
• 14:21
  If
• 14:21
  Amazon
• 14:21
  would
• 14:21
  create
• 14:21
  now
• 14:22
  an
• 14:22
  agentic,
• 14:22
  a
• 14:23
  bot.
• 14:23
  And
• 14:23
  they
• 14:24
  would
• 14:24
  call
• 14:24
  it
• 14:26
  Satas
• 14:27
  medium
• 14:27
  here.
• 14:28
  My,
• 14:28
  my
• 14:28
  drink
• 14:28
  here.
• 14:29
  Yeah.
• 14:29
  And
• 14:29
  they
• 14:29
  would
• 14:30
  call
• 14:30
  it
• 14:30
  Satas
• 14:30
  medium.
• 14:31
  So
• 14:31
  this
• 14:31
  is
• 14:31
  the
• 14:31
  new
• 14:32
  cool.
• 14:33
  It's
• 14:33
  an
• 14:33
  app
• 14:34
  and
• 14:34
  it's
• 14:34
  cool
• 14:34
  and
• 14:35
  handsome
• 14:37
  shape
• 14:38
  and
• 14:38
  blah,
• 14:38
  blah
• 14:38
  and
• 14:38
  something.
• 14:39
  And
• 14:39
  I
• 14:39
  would
• 14:39
  say,
• 14:39
  oh,
• 14:39
  I'm
• 14:40
  using
• 14:40
  it.
• 14:40
  Ah,
• 14:40
  it's
• 14:40
  from
• 14:40
  Amazon.
• 14:41
  Aha.
• 14:43
  It
• 14:43
  takes,
• 14:44
  let's
• 14:44
  say
• 14:44
  it
• 14:44
  like
• 14:44
  this
• 14:44
  in
• 14:45
  grid,
• 14:45
  pretty
• 14:46
  open.
• 14:46
  It
• 14:46
  takes
• 14:47
  one
• 14:47
  day
• 14:47
  until
• 14:48
  the
• 14:48
  first
• 14:49
  forums
• 14:50
  are
• 14:50
  yelling.
• 14:51
  Yeah,
• 14:52
  regardless
• 14:53
  what
• 14:53
  I'm
• 14:53
  searching
• 14:53
  for,
• 14:53
  it's
• 14:54
  always
• 14:54
  Amazon
• 14:55
  item
• 14:55
  and
• 14:55
  topic.
• 14:56
  Go
• 14:56
  figure.
• 14:58
  Well,
• 14:58
  we
• 14:59
  had
• 14:59
  that.
• 14:59
  That
• 14:59
  happened
• 14:59
  with
• 15:00
  Alexa
• 15:00
  in
• 15:00
  a
• 15:00
  way,
• 15:00
  didn't
• 15:01
  it?
• 15:01
  I
• 15:01
  mean
• 15:01
  we
• 15:01
  had
• 15:01
  this
• 15:02
  nice
• 15:02
  Alexa
• 15:03
  bots
• 15:03
  and
• 15:03
  everyone's
• 15:03
  going
• 15:04
  like,
• 15:04
  yeah,
• 15:04
  voice
• 15:04
  commerce
• 15:05
  is
• 15:05
  coming.
• 15:05
  And
• 15:05
  then
• 15:05
  in
• 15:06
  the
• 15:06
  end
• 15:06
  it's
• 15:06
  still,
• 15:07
  it
• 15:07
  only
• 15:07
  stayed
• 15:07
  a
• 15:07
  device
• 15:08
  that
• 15:08
  you
• 15:08
  can
• 15:08
  ask
• 15:09
  to
• 15:09
  play
• 15:09
  your
• 15:09
  playlist
• 15:10
  and
• 15:11
  no
• 15:11
  one's
• 15:11
  really
• 15:11
  using
• 15:12
  it
• 15:12
  for
• 15:12
  shopping.
• 15:13
  So
• 15:14
  voice
• 15:14
  shopping
• 15:14
  didn't.
• 15:16
  But
• 15:16
  that's
• 15:16
  coming
• 15:16
  with
• 15:17
  Alexa
• 15:17
  now.
• 15:17
  I
• 15:18
  mean
• 15:18
  that
• 15:18
  took
• 15:19
  too
• 15:19
  long.
• 15:19
  I
• 15:20
  mean
• 15:20
  those
• 15:20
  Alexa
• 15:21
  guys,
• 15:21
  I
• 15:21
  don't
• 15:21
  know
• 15:21
  what
• 15:21
  happened
• 15:22
  in
• 15:22
  there.
• 15:22
  I
• 15:22
  mean
• 15:23
  that's
• 15:23
  one
• 15:23
  of
• 15:23
  those
• 15:23
  stories
• 15:24
  that
• 15:25
  really
• 15:25
  took
• 15:25
  too
• 15:26
  long.
• 15:27
  Saw
• 15:27
  those
• 15:27
  guys
• 15:28
  in
• 15:29
  the
• 15:29
  keynote
• 15:30
  in
• 15:30
  Seattle.
• 15:32
  But
• 15:32
  basically
• 15:33
  that
• 15:33
  really
• 15:34
  took
• 15:34
  too
• 15:34
  long.
• 15:34
  Let's
• 15:35
  put
• 15:35
  that
• 15:35
  to
• 15:36
  the
• 15:36
  side.
• 15:36
  Alexa,
• 15:36
  we
• 15:37
  can
• 15:37
  talk
• 15:37
  about
• 15:37
  this
• 15:37
  because
• 15:38
  this
• 15:38
  is
• 15:38
  really
• 15:38
  also
• 15:39
  changing
• 15:39
  things.
• 15:40
  But
• 15:40
  it's.
• 15:41
  No
• 15:42
  one
• 15:42
  is
• 15:42
  as
• 15:42
  astonished
• 15:44
  as
• 15:44
  in
• 15:45
  this
• 15:45
  agentic
• 15:45
  AI
• 15:46
  case
• 15:46
  that
• 15:47
  Alexa
• 15:47
  is
• 15:47
  of
• 15:47
  course
• 15:48
  directing
• 15:48
  you
• 15:48
  all
• 15:49
  the
• 15:49
  time
• 15:49
  into
• 15:49
  Amazon.
• 15:50
  It's
• 15:50
  not
• 15:50
  some
• 15:50
  sort
• 15:51
  of
• 15:51
  an
• 15:51
  intake
• 15:51
  device
• 15:53
  regardless
• 15:53
  its
• 15:54
  voice
• 15:54
  or
• 15:54
  whatsoever.
• 15:54
  It's
• 15:55
  an
• 15:55
  intake
• 15:55
  device
• 15:56
  for
• 15:56
  your
• 15:56
  platform.
• 15:57
  And
• 15:57
  basically
• 15:59
  if
• 15:59
  you
• 15:59
  break
• 15:59
  all
• 16:00
  that
• 16:00
  down,
• 16:02
  all
• 16:02
  the
• 16:02
  strategy,
• 16:03
  all
• 16:03
  the
• 16:04
  time,
• 16:04
  buying
• 16:05
  all
• 16:05
  that,
• 16:06
  we
• 16:06
  want
• 16:06
  more
• 16:07
  than
• 16:07
  just
• 16:07
  this
• 16:07
  and
• 16:08
  so
• 16:08
  on.
• 16:09
  It
• 16:09
  should
• 16:09
  remind
• 16:10
  all
• 16:11
  of
• 16:11
  you
• 16:11
  guys
• 16:13
  of
• 16:14
  the
• 16:14
  Apple
• 16:14
  scenario.
• 16:15
  It's
• 16:16
  basically
• 16:16
  the
• 16:16
  Apple
• 16:17
  world.
• 16:17
  It's
• 16:18
  those
• 16:18
  iPhones,
• 16:19
  it's
• 16:19
  the
• 16:19
  itunes.
• 16:21
  Is
• 16:21
  that
• 16:21
  you
• 16:22
  know,
• 16:22
  like
• 16:22
  Apple
• 16:23
  App
• 16:23
  Store
• 16:24
  blocking
• 16:25
  someone
• 16:25
  until
• 16:26
  he's
• 16:26
  willing
• 16:26
  to
• 16:26
  pay.
• 16:28
  And
• 16:28
  that's
• 16:29
  exactly
• 16:29
  where
• 16:29
  Amazon.
• 16:30
  I
• 16:30
  mean
• 16:30
  you
• 16:31
  can
• 16:31
  put
• 16:31
  this
• 16:31
  Amazon
• 16:32
  strategy
• 16:33
  over
• 16:33
  the
• 16:33
  Apple
• 16:34
  strategy
• 16:34
  and
• 16:34
  you
• 16:35
  will
• 16:35
  soon
• 16:35
  find
• 16:36
  out
• 16:37
  it's
• 16:37
  overlapping.
• 16:38
  I
• 16:39
  don't
• 16:39
  want
• 16:39
  to
• 16:39
  say
• 16:39
  100%,
• 16:40
  but
• 16:40
  it's
• 16:40
  pretty
• 16:40
  much
• 16:41
  overlapping.
• 16:41
  And
• 16:41
  what
• 16:41
  Amazon
• 16:42
  wants
• 16:42
  now
• 16:42
  is
• 16:43
  buying
• 16:44
  some
• 16:44
  time
• 16:46
  until
• 16:47
  the
• 16:47
  API
• 16:48
  framework
• 16:50
  is
• 16:50
  ready
• 16:51
  to
• 16:51
  go
• 16:52
  capable
• 16:52
  of.
• 16:53
  You
• 16:53
  have
• 16:54
  maybe
• 16:54
  witnessed
• 16:55
  and
• 16:55
  you
• 16:56
  don't
• 16:56
  believe
• 16:56
  in
• 16:57
  by
• 16:58
  chance
• 16:58
  scenarios
• 16:59
  like
• 16:59
  I
• 16:59
  do.
• 17:01
  Amazon
• 17:01
  introduced
• 17:02
  the
• 17:02
  API
• 17:02
  fees
• 17:05
  two
• 17:05
  weeks
• 17:05
  ago.
• 17:05
  One
• 17:05
  week
• 17:06
  ago.
• 17:06
  I
• 17:06
  don't
• 17:06
  know,
• 17:06
  it's
• 17:07
  pretty
• 17:07
  recent.
• 17:08
  So
• 17:09
  everything
• 17:09
  is
• 17:09
  prepared.
• 17:11
  The
• 17:11
  field
• 17:11
  is
• 17:13
  prepared
• 17:13
  for
• 17:15
  announcing
• 17:16
  to
• 17:16
  the
• 17:16
  AI
• 17:16
  bots
• 17:17
  AI
• 17:18
  whatsoever
• 17:19
  agentic
• 17:20
  AIs
• 17:20
  and
• 17:20
  whatsoever.
• 17:21
  Hey,
• 17:22
  I've
• 17:22
  reconsidered
• 17:23
  everything.
• 17:24
  You
• 17:24
  are
• 17:24
  invited
• 17:25
  to
• 17:25
  join
• 17:26
  the
• 17:26
  party.
• 17:26
  And
• 17:27
  if
• 17:27
  you
• 17:27
  pay.
• 17:30
  Using
• 17:30
  my
• 17:30
  AI
• 17:31
  API
• 17:32
  framework,
• 17:33
  not
• 17:33
  in
• 17:33
  a
• 17:33
  crawling
• 17:34
  way,
• 17:34
  like
• 17:35
  aggressively
• 17:36
  uncontrolled
• 17:37
  crawling,
• 17:38
  whatever
• 17:38
  they
• 17:39
  want,
• 17:40
  but
• 17:40
  in
• 17:40
  a
• 17:40
  controlled
• 17:41
  way.
• 17:43
  It
• 17:43
  will
• 17:44
  still
• 17:44
  be
• 17:44
  limited.
• 17:45
  I
• 17:45
  mean
• 17:45
  this
• 17:45
  robots
• 17:46
  that
• 17:46
  text
• 17:47
  thing,
• 17:47
  right,
• 17:47
  that's
• 17:48
  determining
• 17:48
  everything
• 17:49
  will
• 17:49
  still
• 17:50
  limit,
• 17:50
  right?
• 17:51
  They
• 17:51
  are
• 17:51
  not
• 17:51
  allowed
• 17:52
  to
• 17:53
  the
• 17:54
  APIs.
• 17:54
  I
• 17:54
  mean
• 17:55
  you
• 17:55
  if
• 17:55
  you
• 17:55
  know
• 17:55
  APIs
• 17:56
  right
• 17:56
  there
• 17:57
  pretty
• 17:57
  much
• 17:58
  straightforward,
• 17:59
  funneled
• 18:00
  and
• 18:00
  exactly
• 18:01
  defining
• 18:01
  what
• 18:01
  you
• 18:02
  can
• 18:02
  get,
• 18:02
  right?
• 18:02
  One
• 18:03
  API
• 18:03
  call
• 18:03
  gives
• 18:04
  you
• 18:04
  that.
• 18:04
  And
• 18:04
  one
• 18:05
  it's
• 18:05
  not
• 18:05
  like
• 18:05
  that
• 18:06
  I'm
• 18:06
  saying
• 18:06
  okay,
• 18:06
  when
• 18:06
  I'm
• 18:07
  already
• 18:07
  here,
• 18:07
  I'm
• 18:07
  taking
• 18:07
  all
• 18:07
  the
• 18:08
  reviews
• 18:08
  out
• 18:08
  of
• 18:08
  the
• 18:08
  Amazon
• 18:09
  platform,
• 18:09
  right?
• 18:10
  And
• 18:12
  if
• 18:12
  it's
• 18:12
  monetized,
• 18:14
  great,
• 18:15
  right?
• 18:15
  I
• 18:16
  mean
• 18:16
  API
• 18:17
  costs
• 18:17
  something
• 18:18
  bots
• 18:18
  are
• 18:19
  firing
• 18:19
  like
• 18:19
  crazy.
• 18:20
  I
• 18:20
  mean
• 18:20
  that's
• 18:21
  a
• 18:21
  money
• 18:21
  machine
• 18:21
  for
• 18:21
  Amazon
• 18:22
  as
• 18:22
  well
• 18:22
  and
• 18:22
  it's
• 18:23
  under
• 18:23
  control.
• 18:23
  And
• 18:24
  that's
• 18:24
  the
• 18:24
  most
• 18:24
  important
• 18:24
  thing.
• 18:25
  So.
• 18:25
  Well,
• 18:25
  and
• 18:26
  it's
• 18:26
  basically
• 18:26
  just
• 18:27
  destroying
• 18:27
  the
• 18:27
  identic
• 18:28
  commerce
• 18:28
  idea
• 18:29
  here
• 18:29
  because
• 18:29
  I
• 18:29
  mean
• 18:30
  if,
• 18:30
  if
• 18:31
  my
• 18:31
  ChatGPT
• 18:32
  bot
• 18:33
  has
• 18:33
  to
• 18:33
  pay
• 18:33
  for
• 18:34
  every
• 18:34
  time
• 18:34
  they
• 18:35
  ping
• 18:35
  the
• 18:35
  Amazon
• 18:37
  API
• 18:37
  for
• 18:38
  my
• 18:38
  requests,
• 18:39
  that
• 18:39
  is
• 18:39
  not
• 18:39
  going
• 18:39
  to
• 18:40
  be
• 18:40
  a
• 18:40
  nice
• 18:40
  business
• 18:40
  model
• 18:41
  for
• 18:41
  OpenAI,
• 18:41
  is
• 18:41
  it?
• 18:43
  Yeah,
• 18:44
  I
• 18:44
  mean
• 18:44
  that's
• 18:44
  the
• 18:44
  question,
• 18:45
  right?
• 18:45
  I
• 18:45
  mean
• 18:45
  the
• 18:46
  question
• 18:46
  is
• 18:46
  whether
• 18:47
  you
• 18:47
  can,
• 18:49
  I
• 18:49
  mean
• 18:49
  when
• 18:49
  is
• 18:49
  the
• 18:50
  point
• 18:50
  in
• 18:50
  time?
• 18:50
  And
• 18:51
  that's
• 18:51
  maybe
• 18:51
  also
• 18:51
  about
• 18:51
  this
• 18:52
  time
• 18:52
  buying.
• 18:52
  When
• 18:52
  is
• 18:53
  the
• 18:53
  point
• 18:53
  in
• 18:53
  time
• 18:53
  where
• 18:55
  an
• 18:55
  AI
• 18:56
  as
• 18:56
  an
• 18:56
  LLM
• 18:57
  in
• 18:57
  the
• 18:57
  background
• 18:57
  is
• 18:58
  saying
• 18:59
  sorry
• 18:59
  mother.
• 19:00
  To
• 19:01
  open
• 19:01
  AI.
• 19:02
  Sorry
• 19:03
  mother.
• 19:03
  I'm
• 19:03
  doing
• 19:03
  my
• 19:04
  job
• 19:04
  here.
• 19:04
  Basically
• 19:05
  I'm
• 19:06
  recommending
• 19:07
  to
• 19:07
  the
• 19:07
  users
• 19:08
  permanently
• 19:10
  things.
• 19:12
  But
• 19:12
  I
• 19:12
  have
• 19:13
  the
• 19:13
  impression
• 19:15
  that
• 19:15
  I'm
• 19:16
  not
• 19:16
  presenting
• 19:18
  every
• 19:18
  time,
• 19:18
  all
• 19:19
  the
• 19:19
  time,
• 19:19
  the
• 19:19
  best
• 19:20
  possible
• 19:20
  stuff
• 19:20
  because
• 19:23
  behind
• 19:23
  the
• 19:23
  mountains,
• 19:24
  mountain
• 19:24
  range
• 19:25
  there
• 19:25
  is
• 19:25
  someone
• 19:25
  who
• 19:26
  has
• 19:26
  prime
• 19:27
  that's
• 19:27
  obviously
• 19:28
  the
• 19:28
  most
• 19:29
  efficient,
• 19:29
  fastest,
• 19:30
  most
• 19:30
  reliable
• 19:31
  something
• 19:32
  in
• 19:32
  terms
• 19:33
  of
• 19:33
  supply
• 19:34
  chain,
• 19:34
  end
• 19:35
  to
• 19:35
  end,
• 19:35
  last
• 19:35
  mile
• 19:35
  and
• 19:36
  so
• 19:36
  on.
• 19:37
  And
• 19:37
  there's
• 19:37
  someone
• 19:38
  who
• 19:38
  has
• 19:38
  a
• 19:38
  huge
• 19:39
  catalog,
• 19:39
  there's
• 19:40
  some
• 19:40
  someone,
• 19:41
  you
• 19:41
  know
• 19:42
  in
• 19:42
  terms
• 19:42
  of
• 19:42
  trust
• 19:43
  and
• 19:43
  all
• 19:43
  that
• 19:43
  and
• 19:44
  so
• 19:44
  on.
• 19:45
  There
• 19:46
  is
• 19:46
  the
• 19:46
  point
• 19:46
  in
• 19:46
  time,
• 19:47
  definitely.
• 19:49
  Amazon
• 19:49
  is
• 19:49
  hoping
• 19:49
  that
• 19:50
  it
• 19:50
  worked
• 19:51
  for
• 19:51
  Apple,
• 19:52
  right?
• 19:52
  I
• 19:52
  mean
• 19:53
  imagine
• 19:53
  in
• 19:53
  the
• 19:53
  beginning
• 19:54
  everyone
• 19:54
  was
• 19:54
  saying
• 19:54
  hey
• 19:55
  yeah,
• 19:56
  no,
• 19:56
  no
• 19:56
  way,
• 19:57
  yeah,
• 19:58
  I
• 19:58
  have
• 19:58
  all
• 19:58
  the
• 19:58
  music
• 19:59
  here
• 19:59
  in
• 19:59
  my
• 20:00
  Napster
• 20:00
  or
• 20:01
  something,
• 20:01
  I
• 20:02
  don't
• 20:02
  want
• 20:02
  to
• 20:02
  have
• 20:02
  it
• 20:02
  once
• 20:03
  again
• 20:03
  in
• 20:03
  my
• 20:03
  itunes
• 20:04
  and
• 20:04
  blah.
• 20:05
  And
• 20:05
  then
• 20:06
  Apple
• 20:07
  simply
• 20:07
  blocked
• 20:07
  off
• 20:08
  own
• 20:08
  formats.
• 20:09
  Not
• 20:09
  comfortable,
• 20:10
  not
• 20:10
  working.
• 20:11
  You
• 20:11
  know,
• 20:11
  you
• 20:11
  could
• 20:12
  not
• 20:12
  import
• 20:12
  export
• 20:13
  music.
• 20:13
  It
• 20:14
  was
• 20:14
  all
• 20:14
  like
• 20:14
  stuck
• 20:15
  in
• 20:15
  this
• 20:15
  environment.
• 20:16
  But
• 20:16
  then
• 20:16
  Apple
• 20:17
  was,
• 20:17
  you
• 20:17
  know,
• 20:17
  like
• 20:17
  firing
• 20:18
  more
• 20:18
  and
• 20:18
  more
• 20:19
  devices,
• 20:19
  more
• 20:20
  and
• 20:20
  more
• 20:20
  options,
• 20:21
  more
• 20:21
  and
• 20:21
  more
• 20:21
  things,
• 20:22
  you
• 20:22
  know,
• 20:22
  and
• 20:23
  then
• 20:24
  it
• 20:24
  was
• 20:24
  all
• 20:24
  harmonized
• 20:25
  and
• 20:25
  then
• 20:25
  changing
• 20:26
  to
• 20:26
  Android.
• 20:27
  Ah,
• 20:27
  difficult.
• 20:28
  And
• 20:28
  then
• 20:28
  my
• 20:29
  music
• 20:29
  and
• 20:29
  stuff.
• 20:30
  This
• 20:30
  is
• 20:30
  a
• 20:31
  little
• 20:31
  bit
• 20:31
  in
• 20:31
  terms
• 20:32
  of
• 20:32
  forced
• 20:34
  power,
• 20:34
  regulatory
• 20:35
  demand.
• 20:35
  Yeah,
• 20:36
  this,
• 20:36
  that's
• 20:36
  weakened
• 20:37
  a
• 20:37
  little
• 20:37
  bit.
• 20:37
  Yeah.
• 20:38
  Amazon,
• 20:40
  Apple
• 20:40
  had
• 20:41
  to,
• 20:41
  you
• 20:41
  know,
• 20:42
  like
• 20:42
  make
• 20:42
  everything
• 20:42
  a
• 20:43
  little
• 20:43
  bit
• 20:43
  synchronizable.
• 20:44
  Now
• 20:45
  you
• 20:45
  can
• 20:45
  exchange
• 20:46
  music
• 20:46
  and
• 20:47
  you
• 20:47
  can
• 20:47
  order
• 20:48
  different
• 20:48
  formats
• 20:49
  and
• 20:49
  everything.
• 20:50
  But
• 20:50
  the
• 20:50
  initial
• 20:51
  idea
• 20:52
  was
• 20:52
  bold
• 20:53
  and
• 20:53
  they
• 20:54
  really
• 20:55
  came
• 20:55
  from
• 20:55
  a
• 20:56
  small
• 20:56
  size
• 20:57
  being
• 20:57
  that
• 20:58
  bold.
• 20:58
  Right.
• 20:58
  Amazon
• 20:59
  is
• 20:59
  already
• 21:00
  huge
• 21:01
  and
• 21:02
  that's
• 21:02
  why
• 21:03
  from
• 21:04
  my
• 21:04
  perspective,
• 21:04
  it's
• 21:05
  fully
• 21:05
  correct.
• 21:05
  Amazon
• 21:06
  is
• 21:06
  saying
• 21:06
  I
• 21:07
  want
• 21:07
  more.
• 21:07
  That's
• 21:08
  a
• 21:08
  really
• 21:08
  interesting
• 21:09
  point
• 21:09
  that
• 21:09
  you're
• 21:09
  raising.
• 21:10
  Yeah.
• 21:10
  Saying
• 21:10
  that
• 21:11
  as,
• 21:12
  I
• 21:12
  mean
• 21:12
  Apple
• 21:13
  relied
• 21:13
  on,
• 21:14
  basically
• 21:15
  solely
• 21:15
  relied
• 21:16
  on
• 21:16
  the
• 21:17
  power
• 21:18
  of
• 21:18
  their
• 21:18
  brand
• 21:19
  when
• 21:19
  they
• 21:19
  created
• 21:20
  this
• 21:20
  walled
• 21:20
  garden
• 21:20
  and
• 21:21
  they
• 21:21
  said,
• 21:21
  you
• 21:21
  want
• 21:21
  my
• 21:22
  phones?
• 21:22
  Well
• 21:23
  you
• 21:23
  have
• 21:23
  to
• 21:23
  take
• 21:24
  all
• 21:24
  this
• 21:24
  walled
• 21:24
  garden
• 21:25
  stuff
• 21:25
  with
• 21:25
  it
• 21:26
  because
• 21:26
  otherwise
• 21:26
  I
• 21:26
  won't
• 21:27
  give
• 21:27
  it
• 21:27
  to
• 21:27
  you.
• 21:27
  And
• 21:28
  now
• 21:28
  you're
• 21:28
  saying
• 21:28
  that
• 21:29
  Amazon
• 21:29
  is
• 21:30
  basically
• 21:30
  not
• 21:31
  going
• 21:31
  for
• 21:31
  the
• 21:32
  brand
• 21:32
  but
• 21:32
  for
• 21:33
  this
• 21:33
  is
• 21:33
  the
• 21:34
  Amazon
• 21:34
  convenience
• 21:35
  that
• 21:35
  you
• 21:35
  will
• 21:35
  have
• 21:36
  nowhere
• 21:36
  else.
• 21:37
  You
• 21:37
  will
• 21:37
  have
• 21:38
  prime
• 21:38
  and
• 21:38
  music
• 21:39
  and
• 21:39
  video
• 21:39
  and
• 21:39
  everything
• 21:40
  in
• 21:40
  one
• 21:40
  piece.
• 21:41
  And
• 21:41
  if
• 21:41
  you
• 21:41
  want
• 21:41
  that,
• 21:42
  you
• 21:42
  have
• 21:43
  to
• 21:43
  stay
• 21:43
  with
• 21:43
  me.
• 21:44
  So
• 21:44
  that's
• 21:44
  an
• 21:44
  interesting
• 21:46
  thing
• 21:46
  that
• 21:46
  you're
• 21:46
  raising
• 21:47
  here.
• 21:47
  I
• 21:47
  see
• 21:48
  one
• 21:48
  problem
• 21:48
  with
• 21:49
  this.
• 21:50
  Over
• 21:51
  half
• 21:52
  of
• 21:52
  the
• 21:52
  turnover
• 21:53
  on
• 21:53
  Amazon
• 21:54
  is
• 21:54
  created
• 21:54
  through
• 21:55
  the
• 21:55
  marketplace
• 21:56
  and
• 21:57
  by
• 21:57
  marketplace
• 21:58
  retailers
• 21:58
  for
• 21:58
  third
• 21:58
  party
• 21:59
  retailers.
• 21:59
  And
• 22:00
  those
• 22:00
  retailers
• 22:01
  don't
• 22:01
  only
• 22:02
  they,
• 22:03
  most
• 22:03
  of
• 22:03
  them
• 22:03
  don't,
• 22:04
  don't
• 22:04
  solely
• 22:05
  sell
• 22:06
  on
• 22:06
  Amazon.
• 22:06
  So
• 22:08
  what
• 22:08
  is
• 22:09
  stopping
• 22:10
  the
• 22:10
  aisle
• 22:10
  from
• 22:10
  just
• 22:11
  crawling?
• 22:12
  All
• 22:13
  those
• 22:13
  Shopify
• 22:14
  shops
• 22:14
  out
• 22:14
  there,
• 22:15
  all
• 22:15
  those
• 22:15
  small
• 22:15
  shops,
• 22:16
  all
• 22:16
  those
• 22:16
  other
• 22:17
  marketplaces
• 22:17
  where
• 22:18
  those
• 22:18
  retailers
• 22:18
  might
• 22:20
  put
• 22:20
  their
• 22:21
  products
• 22:22
  out
• 22:22
  and
• 22:22
  then
• 22:23
  give
• 22:24
  the
• 22:25
  users
• 22:25
  the
• 22:26
  products
• 22:26
  that
• 22:26
  they
• 22:26
  are
• 22:26
  searching
• 22:27
  for,
• 22:27
  but
• 22:27
  not
• 22:27
  on
• 22:27
  Amazon.
• 22:29
  Okay,
• 22:29
  let's
• 22:30
  wind
• 22:30
  a
• 22:30
  little
• 22:30
  bit
• 22:30
  back.
• 22:31
  Right?
• 22:32
  Let's
• 22:32
  go
• 22:32
  a
• 22:32
  little
• 22:32
  bit
• 22:33
  back
• 22:33
  in
• 22:33
  time.
• 22:33
  Today
• 22:34
  we
• 22:34
  have
• 22:34
  Amazon,
• 22:36
  we
• 22:36
  have
• 22:37
  other
• 22:37
  marketplaces
• 22:38
  and
• 22:38
  we
• 22:39
  have
• 22:39
  D2C
• 22:40
  let's
• 22:40
  say
• 22:41
  Shopify
• 22:42
  as
• 22:42
  an
• 22:42
  example.
• 22:42
  Right.
• 22:44
  So
• 22:45
  they
• 22:45
  all
• 22:46
  started
• 22:47
  somewhen,
• 22:48
  somewhere,
• 22:49
  somehow.
• 22:50
  And
• 22:50
  today
• 22:50
  we
• 22:50
  have
• 22:51
  a
• 22:51
  certain
• 22:51
  landscape
• 22:52
  in
• 22:53
  the
• 22:53
  U.S.
• 22:54
  in
• 22:54
  Europe,
• 22:57
  Asia,
• 22:58
  Africa.
• 23:00
  Coming.
• 23:00
  Yeah.
• 23:01
  South
• 23:01
  America.
• 23:03
  Yeah.
• 23:03
  But
• 23:03
  I
• 23:03
  think
• 23:03
  let's
• 23:04
  say
• 23:04
  at
• 23:04
  least
• 23:04
  Europe
• 23:05
  and
• 23:05
  North
• 23:05
  America.
• 23:06
  Bold.
• 23:07
  Amazon
• 23:08
  is
• 23:08
  bold.
• 23:09
  Amazon
• 23:09
  is
• 23:09
  owning
• 23:10
  it.
• 23:10
  Yeah,
• 23:12
  you
• 23:12
  can
• 23:12
  say
• 23:12
  whatever
• 23:13
  you
• 23:13
  want.
• 23:14
  Walmart,
• 23:14
  E
• 23:14
  Commerce
• 23:15
  6%
• 23:16
  in
• 23:17
  the
• 23:17
  US
• 23:18
  and
• 23:18
  Amazon
• 23:19
  convenient
• 23:20
  2
• 23:20
  digit
• 23:22
  close
• 23:23
  to
• 23:23
  the
• 23:23
  50
• 23:23
  all
• 23:23
  around
• 23:25
  the
• 23:25
  50
• 23:25
  somehow.
• 23:26
  So
• 23:27
  that's
• 23:28
  ownership.
• 23:29
  It
• 23:29
  came
• 23:30
  somehow
• 23:30
  to
• 23:31
  that
• 23:31
  point
• 23:31
  today.
• 23:33
  Why?
• 23:34
  Because
• 23:34
  customer
• 23:34
  decided
• 23:35
  so
• 23:37
  it's
• 23:37
  not.
• 23:37
  Someone
• 23:38
  forced
• 23:38
  them.
• 23:39
  Customer
• 23:39
  decided.
• 23:39
  So
• 23:40
  why?
• 23:40
  Because
• 23:40
  it's
• 23:41
  convenient.
• 23:42
  Because
• 23:42
  it's
• 23:43
  few
• 23:43
  clicks.
• 23:45
  If
• 23:46
  I
• 23:46
  use
• 23:47
  agentic
• 23:47
  AI
• 23:48
  me
• 23:49
  personally
• 23:50
  and
• 23:50
  this
• 23:50
  agentic
• 23:51
  AI
• 23:51
  would
• 23:52
  all
• 23:52
  the
• 23:52
  time
• 23:52
  lead
• 23:53
  me
• 23:53
  for
• 23:53
  the
• 23:54
  checkout
• 23:54
  with
• 23:54
  the
• 23:55
  recommendation
• 23:55
  to
• 23:56
  a
• 23:56
  new
• 23:57
  webshop
• 23:58
  somewhere
• 23:59
  in
• 23:59
  Bulgaria
• 24:00
  this
• 24:01
  time
• 24:01
  and
• 24:01
  say
• 24:02
  it's
• 24:02
  the
• 24:04
  you
• 24:04
  save
• 24:04
  10
• 24:05
  cents.
• 24:06
  I
• 24:06
  would
• 24:07
  say
• 24:07
  ah,
• 24:07
  but
• 24:08
  you
• 24:08
  know,
• 24:08
  okay,
• 24:09
  agentic
• 24:10
  AI.
• 24:10
  Let
• 24:10
  me
• 24:10
  define
• 24:11
  some
• 24:11
  preferences
• 24:12
  here.
• 24:12
  Yeah,
• 24:13
  let
• 24:13
  me
• 24:13
  define,
• 24:14
  you
• 24:14
  know,
• 24:14
  some
• 24:15
  framework
• 24:15
  preference.
• 24:16
  Framework
• 24:16
  personalization.
• 24:17
  Yeah.
• 24:17
  Like
• 24:18
  Amazon
• 24:18
  also
• 24:18
  has
• 24:18
  a
• 24:19
  personalization
• 24:20
  AI.
• 24:20
  We
• 24:21
  can
• 24:21
  come
• 24:21
  to
• 24:21
  the
• 24:21
  internal
• 24:22
  Amazon
• 24:22
  AI
• 24:23
  tools
• 24:23
  in
• 24:23
  a
• 24:23
  moment.
• 24:26
  So
• 24:26
  and
• 24:26
  this,
• 24:27
  this
• 24:27
  would,
• 24:27
  I
• 24:28
  would,
• 24:28
  me
• 24:28
  personally
• 24:29
  I
• 24:29
  would
• 24:29
  definitely
• 24:29
  define
• 24:30
  when
• 24:31
  I
• 24:31
  look
• 24:31
  into
• 24:31
  China
• 24:32
  and
• 24:32
  we
• 24:32
  talked
• 24:32
  about
• 24:32
  this
• 24:33
  exactly
• 24:33
  last
• 24:34
  time
• 24:34
  I
• 24:34
  think.
• 24:34
  Yeah,
• 24:35
  China,
• 24:35
  where
• 24:35
  90%
• 24:37
  is
• 24:38
  marketplaces
• 24:38
  and
• 24:39
  10%
• 24:39
  is
• 24:39
  D2C.
• 24:42
  That's
• 24:43
  customer
• 24:44
  perspective
• 24:44
  and
• 24:44
  that's
• 24:45
  coming
• 24:45
  from
• 24:45
  the
• 24:45
  customer.
• 24:46
  And
• 24:47
  agentic
• 24:47
  AI
• 24:48
  from
• 24:48
  my
• 24:48
  perspective
• 24:49
  won't
• 24:49
  change
• 24:51
  the
• 24:53
  number
• 24:53
  of
• 24:53
  clicks
• 24:54
  required
• 24:55
  when
• 24:56
  checking
• 24:56
  out
• 24:56
  all
• 24:57
  the
• 24:57
  time
• 24:57
  into
• 24:58
  new
• 24:58
  platforms
• 24:59
  and
• 24:59
  into
• 25:00
  new
• 25:01
  whatsoever
• 25:01
  landscapes.
• 25:02
  And
• 25:02
  that's
• 25:03
  the
• 25:03
  problem,
• 25:04
  this
• 25:04
  is
• 25:04
  not
• 25:04
  solved
• 25:05
  by
• 25:05
  agentic
• 25:05
  AI.
• 25:06
  It's
• 25:06
  maybe
• 25:07
  solved.
• 25:07
  And
• 25:07
  that's
• 25:08
  of
• 25:08
  course
• 25:08
  what
• 25:08
  Etsy
• 25:09
  knew.
• 25:09
  That's
• 25:10
  of
• 25:10
  course
• 25:11
  what
• 25:11
  Shopify
• 25:12
  knew.
• 25:13
  They
• 25:13
  said
• 25:15
  we
• 25:15
  make
• 25:15
  it
• 25:16
  that
• 25:16
  easy
• 25:17
  that
• 25:17
  agentic
• 25:18
  AI
• 25:18
  will
• 25:18
  even
• 25:19
  be
• 25:19
  able
• 25:19
  to
• 25:20
  check
• 25:20
  out
• 25:20
  itself
• 25:23
  because
• 25:23
  they
• 25:23
  knew
• 25:23
  that's
• 25:24
  the
• 25:24
  main
• 25:24
  blocker.
• 25:24
  That's
• 25:25
  why
• 25:25
  we
• 25:25
  are
• 25:25
  in
• 25:25
  position
• 25:27
  five,
• 25:27
  eight,
• 25:28
  I
• 25:28
  don't
• 25:29
  know
• 25:29
  in
• 25:29
  the
• 25:29
  ranking
• 25:30
  because
• 25:31
  we
• 25:31
  are
• 25:31
  not
• 25:32
  convenient
• 25:32
  enough
• 25:32
  compared
• 25:32
  to
• 25:33
  Amazon.
• 25:33
  And
• 25:33
  they're
• 25:34
  trying
• 25:34
  to
• 25:34
  solve
• 25:34
  it.
• 25:35
  Walmart
• 25:35
  as
• 25:35
  well
• 25:35
  in
• 25:35
  the
• 25:36
  US
• 25:36
  they're
• 25:36
  trying
• 25:36
  to
• 25:37
  solve
• 25:37
  it.
• 25:38
  And
• 25:38
  OpenAI
• 25:39
  working
• 25:39
  with
• 25:40
  the
• 25:40
  likes
• 25:40
  of
• 25:40
  Stripe
• 25:41
  and
• 25:41
  so
• 25:41
  on
• 25:41
  to
• 25:41
  make
• 25:42
  all
• 25:42
  the
• 25:42
  checkout
• 25:42
  process
• 25:43
  easy,
• 25:43
  to
• 25:43
  make
• 25:43
  the
• 25:44
  general
• 25:44
  payment
• 25:44
  process
• 25:45
  easy.
• 25:46
  And
• 25:46
  then.
• 25:46
  Well,
• 25:47
  I
• 25:47
  don't
• 25:48
  know.
• 25:48
  Do
• 25:48
  you
• 25:48
  really
• 25:48
  need
• 25:48
  Amazon
• 25:49
  and
• 25:49
  all
• 25:49
  that
• 25:50
  convenience
• 25:50
  for
• 25:50
  that?
• 25:51
  Yeah,
• 25:51
  I
• 25:51
  mean
• 25:51
  AI
• 25:52
  is
• 25:52
  shopping
• 25:52
  for.
• 25:53
  You
• 25:54
  if
• 25:54
  they're
• 25:55
  making
• 25:55
  it
• 25:55
  to
• 25:56
  close
• 25:56
  that
• 25:57
  gap,
• 25:59
  to
• 25:59
  make
• 25:59
  it
• 26:00
  really
• 26:00
  convenient
• 26:01
  or
• 26:02
  the
• 26:02
  same
• 26:03
  like
• 26:03
  neutral,
• 26:04
  it
• 26:04
  doesn't
• 26:05
  matter
• 26:05
  for
• 26:05
  you.
• 26:05
  If
• 26:06
  you
• 26:06
  type
• 26:06
  prompt
• 26:07
  into
• 26:07
  an
• 26:07
  agentic
• 26:08
  AI
• 26:08
  and
• 26:09
  they're
• 26:09
  checking
• 26:09
  out,
• 26:10
  that
• 26:10
  doesn't
• 26:10
  matter
• 26:10
  for
• 26:10
  you.
• 26:12
  Let's
• 26:13
  see,
• 26:13
  right?
• 26:13
  I
• 26:14
  mean,
• 26:14
  let's
• 26:14
  see
• 26:14
  from
• 26:14
  a
• 26:15
  trust
• 26:15
  perspective
• 26:16
  and
• 26:16
  how
• 26:17
  long,
• 26:18
  how
• 26:18
  stiff
• 26:19
  the
• 26:19
  the
• 26:19
  AI,
• 26:21
  let's
• 26:21
  say
• 26:21
  the
• 26:21
  trust
• 26:23
  advance
• 26:24
  of
• 26:25
  Amazon
• 26:26
  might
• 26:26
  hold,
• 26:27
  whether
• 26:27
  it's
• 26:27
  enough
• 26:28
  to
• 26:29
  bring
• 26:30
  those
• 26:31
  agentic
• 26:31
  AI
• 26:32
  bots,
• 26:34
  force
• 26:35
  them
• 26:35
  into
• 26:36
  the
• 26:36
  situation
• 26:36
  that
• 26:37
  they
• 26:37
  need
• 26:37
  to
• 26:38
  use
• 26:39
  the
• 26:39
  API.
• 26:41
  I'm
• 26:41
  not
• 26:41
  100%
• 26:42
  sure
• 26:42
  about
• 26:43
  cost
• 26:44
  perspective.
• 26:46
  You
• 26:46
  said
• 26:46
  this
• 26:46
  as
• 26:47
  a
• 26:47
  major
• 26:47
  blocker.
• 26:48
  I'm
• 26:48
  not
• 26:48
  100%
• 26:49
  sure.
• 26:49
  I
• 26:49
  mean,
• 26:49
  for
• 26:50
  Amazon
• 26:51
  it's
• 26:53
  mainly
• 26:53
  about
• 26:53
  control,
• 26:54
  I
• 26:54
  think.
• 26:56
  So
• 26:57
  let's
• 26:57
  say
• 26:58
  you
• 26:58
  are
• 26:58
  invited,
• 26:59
  but
• 26:59
  you
• 26:59
  have
• 26:59
  to
• 26:59
  use
• 27:00
  this
• 27:00
  door
• 27:01
  and
• 27:02
  only
• 27:02
  this
• 27:02
  door
• 27:03
  like
• 27:03
  we
• 27:04
  agree
• 27:04
  on.
• 27:06
  And
• 27:06
  of
• 27:06
  course
• 27:07
  it's
• 27:07
  an
• 27:07
  issue
• 27:08
  because
• 27:08
  for
• 27:08
  example,
• 27:09
  the
• 27:09
  Google
• 27:10
  bot,
• 27:10
  the
• 27:10
  Google
• 27:11
  AI
• 27:11
  is
• 27:12
  partially
• 27:12
  allowed,
• 27:13
  for
• 27:13
  example,
• 27:14
  if
• 27:14
  you
• 27:14
  look
• 27:14
  into
• 27:14
  the
• 27:14
  robots
• 27:15
  txt.
• 27:16
  And
• 27:18
  because
• 27:19
  it's
• 27:20
  not
• 27:20
  only,
• 27:22
  let's
• 27:22
  say,
• 27:23
  it's
• 27:23
  also
• 27:24
  bringing
• 27:24
  traffic.
• 27:26
  Right?
• 27:27
  So
• 27:27
  the
• 27:27
  problem
• 27:27
  with
• 27:28
  an
• 27:28
  agentic
• 27:28
  AI
• 27:29
  is
• 27:29
  it's
• 27:29
  not
• 27:29
  bringing
• 27:30
  any
• 27:30
  traffic.
• 27:30
  I
• 27:30
  mean,
• 27:31
  it's
• 27:31
  bringing
• 27:31
  one
• 27:31
  sale,
• 27:33
  let's
• 27:33
  say,
• 27:33
  for
• 27:34
  example.
• 27:34
  Right.
• 27:35
  Or
• 27:35
  it's
• 27:36
  looking
• 27:36
  for
• 27:37
  opportunities,
• 27:38
  not
• 27:38
  bringing
• 27:39
  any
• 27:39
  traffic,
• 27:39
  not
• 27:39
  bringing
• 27:40
  any
• 27:40
  customer,
• 27:41
  let's
• 27:41
  say.
• 27:41
  And
• 27:41
  no,
• 27:42
  no
• 27:42
  information
• 27:42
  about
• 27:43
  the
• 27:43
  customer
• 27:43
  either.
• 27:44
  Yeah,
• 27:44
  it's
• 27:44
  totally,
• 27:45
  it's
• 27:45
  black
• 27:45
  boxing.
• 27:46
  Someone,
• 27:46
  someone
• 27:46
  is
• 27:47
  running
• 27:47
  into
• 27:48
  and
• 27:48
  running
• 27:49
  out
• 27:49
  seconds
• 27:50
  later.
• 27:50
  And
• 27:51
  I
• 27:51
  don't
• 27:51
  know
• 27:52
  what
• 27:52
  this
• 27:52
  was
• 27:52
  good
• 27:52
  for.
• 27:53
  And
• 27:53
  with
• 27:53
  API
• 27:54
  you
• 27:54
  can
• 27:54
  track
• 27:55
  everything,
• 27:55
  you
• 27:55
  know
• 27:56
  what's
• 27:56
  going
• 27:56
  on.
• 27:57
  And
• 27:58
  it's
• 27:58
  also
• 27:58
  limited.
• 27:59
  Right?
• 27:59
  I
• 28:00
  mean,
• 28:00
  in
• 28:00
  terms
• 28:00
  of
• 28:00
  the
• 28:00
  five
• 28:01
  steps
• 28:01
  we
• 28:01
  talked
• 28:02
  about
• 28:02
  in
• 28:02
  the
• 28:02
  beginning,
• 28:03
  I
• 28:03
  Mean,
• 28:04
  I
• 28:05
  think
• 28:05
  Amazon
• 28:05
  has
• 28:06
  written
• 28:06
  off
• 28:06
  this
• 28:06
  first
• 28:07
  step
• 28:08
  somehow
• 28:09
  looking
• 28:09
  into
• 28:09
  the
• 28:09
  future.
• 28:10
  That's
• 28:10
  also
• 28:10
  why.
• 28:11
  And
• 28:11
  you
• 28:11
  asked
• 28:11
  it.
• 28:12
  That's
• 28:12
  also
• 28:12
  why
• 28:13
  Amazon,
• 28:14
  let's
• 28:15
  say
• 28:15
  or
• 28:15
  obviously
• 28:16
  from
• 28:16
  my
• 28:16
  perspective,
• 28:17
  my
• 28:17
  personal
• 28:17
  opinion.
• 28:18
  Alexa
• 28:19
  took
• 28:19
  so
• 28:19
  long
• 28:20
  because
• 28:20
  Alexa
• 28:21
  and
• 28:21
  now
• 28:21
  Alexa
• 28:22
  is
• 28:22
  part
• 28:22
  of
• 28:23
  this
• 28:23
  first
• 28:23
  step
• 28:23
  basically
• 28:24
  like
• 28:24
  Rufus.
• 28:25
  Yeah.
• 28:26
  So
• 28:26
  they
• 28:26
  both
• 28:27
  are
• 28:27
  part
• 28:27
  of
• 28:27
  this
• 28:28
  first
• 28:29
  part
• 28:29
  of
• 28:30
  this
• 28:30
  commerce
• 28:33
  five
• 28:33
  fold,
• 28:34
  you
• 28:34
  know,
• 28:35
  like
• 28:35
  important
• 28:36
  journey
• 28:36
  description.
• 28:37
  So.
• 28:38
  And
• 28:38
  they
• 28:38
  are
• 28:40
  not
• 28:40
  so
• 28:40
  confident
• 28:41
  that
• 28:41
  they
• 28:41
  will
• 28:41
  in
• 28:41
  future
• 28:42
  really
• 28:43
  hold
• 28:43
  on.
• 28:43
  To
• 28:44
  that
• 28:44
  first
• 28:46
  step.
• 28:47
  And
• 28:48
  so
• 28:48
  like
• 28:48
  Alexa
• 28:49
  might
• 28:49
  be
• 28:49
  downgraded
• 28:50
  a
• 28:50
  bit
• 28:50
  in
• 28:50
  the
• 28:51
  priority.
• 28:52
  Interesting.
• 28:53
  So
• 28:54
  that's
• 28:54
  why.
• 28:54
  And
• 28:55
  also
• 28:55
  Rufus,
• 28:55
  I
• 28:55
  mean
• 28:56
  came
• 28:56
  late
• 28:56
  and
• 28:57
  it's.
• 28:58
  Yeah.
• 28:58
  And
• 28:58
  it's
• 28:59
  mesmerizing.
• 29:00
  Yeah.
• 29:01
  Yeah.
• 29:01
  It's
• 29:02
  not
• 29:02
  really
• 29:02
  doing
• 29:02
  anything
• 29:03
  helpful
• 29:04
  most
• 29:04
  of
• 29:04
  the
• 29:04
  time.
• 29:05
  So
• 29:05
  yeah,
• 29:05
  I
• 29:05
  mean
• 29:05
  it's
• 29:06
  collecting
• 29:06
  what's
• 29:06
  there
• 29:06
  and
• 29:07
  it's
• 29:07
  not.
• 29:07
  Yeah.
• 29:07
  Much
• 29:08
  smarter
• 29:08
  than
• 29:08
  I
• 29:09
  would
• 29:09
  be
• 29:09
  reading
• 29:10
  10
• 29:10
  reviews
• 29:11
  and
• 29:11
  then
• 29:11
  combining
• 29:12
  it
• 29:12
  to
• 29:12
  a
• 29:12
  opinion
• 29:13
  or
• 29:14
  to
• 29:14
  a
• 29:14
  recommendation
• 29:14
  or
• 29:15
  whatsoever.
• 29:15
  So
• 29:16
  let's
• 29:16
  see.
• 29:17
  But
• 29:17
  that
• 29:18
  definitely
• 29:18
  does
• 29:18
  not
• 29:18
  fit
• 29:19
  to
• 29:20
  Amazon's
• 29:20
  internal
• 29:22
  AI
• 29:22
  framework
• 29:23
  as
• 29:23
  such
• 29:24
  because
• 29:24
  that's
• 29:25
  really,
• 29:25
  really
• 29:25
  sophisticated.
• 29:26
  Right.
• 29:27
  And
• 29:28
  so
• 29:29
  the
• 29:29
  question
• 29:29
  is
• 29:30
  why
• 29:30
  two,
• 29:32
  let's
• 29:32
  say
• 29:34
  outbound
• 29:35
  facing,
• 29:37
  customer
• 29:37
  facing,
• 29:38
  let's
• 29:38
  say
• 29:39
  solutions
• 29:40
  like
• 29:40
  Alexa
• 29:41
  and
• 29:41
  Rufus
• 29:42
  are
• 29:42
  so,
• 29:45
  so
• 29:45
  basic.
• 29:46
  Let's
• 29:46
  say.
• 29:46
  Yeah,
• 29:47
  that's
• 29:47
  not
• 29:47
  really
• 29:47
  explaining
• 29:48
  it.
• 29:48
  Right.
• 29:48
  I
• 29:49
  mean
• 29:49
  sellers
• 29:49
  are
• 29:50
  facing
• 29:51
  this
• 29:51
  Emilia
• 29:52
  thing.
• 29:52
  Right.
• 29:53
  That's
• 29:53
  doing
• 29:53
  a
• 29:53
  lot
• 29:54
  regarding.
• 29:54
  Regarding
• 29:55
  sellers
• 29:55
  and
• 29:55
  we
• 29:55
  talked
• 29:56
  about
• 29:56
  this
• 29:56
  I
• 29:56
  think
• 29:56
  last
• 29:57
  time
• 29:57
  and
• 29:57
  this
• 29:57
  is
• 29:58
  also
• 29:59
  pretty
• 30:00
  much
• 30:00
  involved
• 30:00
  in
• 30:00
  this
• 30:01
  journey.
• 30:01
  Yeah.
• 30:02
  And
• 30:03
  also
• 30:04
  in
• 30:04
  this
• 30:04
  order
• 30:05
  decision
• 30:05
  journey.
• 30:06
  Let's
• 30:06
  say
• 30:06
  Emilia
• 30:07
  is
• 30:07
  in
• 30:07
  many,
• 30:07
  in
• 30:07
  many
• 30:08
  points
• 30:08
  pretty
• 30:08
  much
• 30:09
  involved
• 30:09
  and
• 30:09
  you
• 30:09
  have
• 30:10
  for
• 30:10
  the.
• 30:11
  I
• 30:11
  mean
• 30:11
  same.
• 30:12
  Amazon
• 30:13
  does
• 30:13
  not
• 30:13
  want
• 30:13
  that
• 30:14
  the
• 30:14
  Amazon
• 30:14
  staff
• 30:15
  is
• 30:16
  doing
• 30:16
  AI
• 30:17
  jobs
• 30:17
  outside
• 30:18
  of
• 30:18
  the
• 30:18
  Amazon
• 30:19
  world.
• 30:19
  Right.
• 30:19
  I
• 30:20
  mean
• 30:20
  that
• 30:20
  would
• 30:20
  be
• 30:20
  stupid.
• 30:21
  Yeah,
• 30:21
  you
• 30:21
  block
• 30:21
  everything
• 30:21
  off
• 30:22
  and
• 30:22
  then
• 30:22
  all
• 30:22
  the
• 30:22
  Amazon
• 30:23
  guys
• 30:23
  are
• 30:23
  working
• 30:23
  in
• 30:24
  ChatGPT.
• 30:25
  Please
• 30:25
  help
• 30:25
  me
• 30:25
  to
• 30:25
  write
• 30:26
  my
• 30:27
  something
• 30:27
  for
• 30:28
  tomorrow.
• 30:28
  Coding
• 30:29
  or
• 30:29
  something.
• 30:29
  They
• 30:29
  have
• 30:29
  Cairo.
• 30:30
  Amazon
• 30:30
  has
• 30:31
  Cairo
• 30:31
  for
• 30:31
  the
• 30:32
  coding
• 30:34
  and
• 30:34
  it's
• 30:34
  really
• 30:35
  emphasizing
• 30:35
  if
• 30:36
  not
• 30:36
  pushing
• 30:36
  the
• 30:36
  Amazon
• 30:37
  stuff
• 30:37
  to
• 30:37
  use
• 30:38
  only
• 30:38
  this
• 30:38
  one,
• 30:38
  this
• 30:39
  internal
• 30:39
  one
• 30:39
  and
• 30:40
  not.
• 30:40
  And
• 30:40
  laying
• 30:41
  off
• 30:41
  stuff
• 30:41
  because
• 30:42
  of
• 30:42
  that
• 30:42
  as
• 30:42
  well.
• 30:43
  So
• 30:43
  that's
• 30:43
  crazy.
• 30:44
  Right?
• 30:45
  But
• 30:45
  it
• 30:45
  makes
• 30:45
  totally
• 30:46
  sense.
• 30:46
  I
• 30:47
  mean
• 30:47
  that
• 30:47
  makes
• 30:48
  total
• 30:48
  sense.
• 30:48
  And
• 30:49
  all
• 30:49
  this
• 30:49
  Amazon
• 30:50
  Q
• 30:51
  umbrella
• 30:52
  landscape
• 30:52
  where
• 30:53
  all
• 30:53
  those
• 30:53
  tools
• 30:54
  are
• 30:54
  underneath,
• 30:56
  it's
• 30:56
  also
• 30:56
  a
• 30:57
  pretty
• 30:59
  Amazon
• 30:59
  stuff
• 31:00
  is
• 31:00
  sometimes
• 31:00
  saying
• 31:01
  yeah
• 31:01
  it's
• 31:01
  not
• 31:01
  so
• 31:02
  convenient
• 31:02
  from
• 31:03
  an,
• 31:04
  you
• 31:04
  know
• 31:04
  like
• 31:05
  user
• 31:05
  friendly
• 31:06
  UX
• 31:06
  perspective
• 31:07
  and
• 31:07
  something
• 31:07
  external
• 31:08
  tools
• 31:08
  I
• 31:08
  worked
• 31:09
  previously
• 31:09
  with
• 31:10
  a
• 31:10
  little
• 31:10
  bit
• 31:10
  more
• 31:10
  convenient.
• 31:11
  But
• 31:12
  all
• 31:12
  those
• 31:12
  Amazon
• 31:13
  tools
• 31:13
  are
• 31:14
  really,
• 31:14
  really
• 31:15
  customized
• 31:16
  for
• 31:16
  the
• 31:16
  Amazon
• 31:17
  purpose.
• 31:17
  Really.
• 31:18
  That's
• 31:18
  really,
• 31:19
  you
• 31:19
  know,
• 31:19
  like
• 31:19
  on
• 31:20
  point.
• 31:20
  It's
• 31:21
  not
• 31:21
  working
• 31:21
  for
• 31:21
  X,
• 31:22
  Y
• 31:22
  that
• 31:22
  it's
• 31:23
  working
• 31:23
  for
• 31:23
  Amazon
• 31:24
  for
• 31:24
  the
• 31:24
  Amazon
• 31:25
  purpose
• 31:25
  and
• 31:25
  the
• 31:25
  tasks
• 31:25
  you
• 31:26
  have
• 31:26
  to
• 31:26
  do
• 31:26
  in
• 31:26
  the
• 31:26
  Amazon
• 31:26
  environment.
• 31:28
  And
• 31:28
  that's.
• 31:31
  I
• 31:31
  mean,
• 31:31
  I'm
• 31:32
  always
• 31:32
  astonished
• 31:33
  how
• 31:33
  secure
• 31:35
  and
• 31:35
  you
• 31:36
  know,
• 31:36
  from
• 31:36
  stabilization
• 31:37
  perspective
• 31:38
  how
• 31:38
  secure
• 31:39
  Amazon
• 31:39
  is
• 31:40
  indeed.
• 31:41
  Right.
• 31:41
  I
• 31:41
  mean,
• 31:42
  you've
• 31:42
  heard
• 31:42
  recently
• 31:44
  Shopify
• 31:44
  down
• 31:45
  and
• 31:45
  the
• 31:45
  booking.com
• 31:47
  league
• 31:47
  and
• 31:48
  everything
• 31:49
  like
• 31:49
  big
• 31:49
  platforms.
• 31:50
  Right.
• 31:51
  When
• 31:51
  was
• 31:51
  Amazon
• 31:52
  down
• 31:52
  the
• 31:52
  last
• 31:53
  time?
• 31:53
  Years
• 31:53
  ago.
• 31:53
  I
• 31:54
  remember
• 31:54
  it
• 31:54
  was
• 31:54
  still
• 31:54
  a
• 31:55
  seller
• 31:56
  and
• 31:56
  it
• 31:57
  was
• 31:57
  going
• 31:57
  crazy.
• 31:57
  It
• 31:57
  was
• 31:58
  around
• 31:58
  Christmas.
• 31:58
  Right.
• 31:59
  So
• 32:00
  that's
• 32:01
  incredible.
• 32:02
  And
• 32:02
  that's
• 32:02
  also
• 32:03
  part
• 32:03
  of
• 32:03
  that
• 32:03
  journey.
• 32:04
  Right.
• 32:04
  That's
• 32:05
  also
• 32:05
  everything
• 32:05
  thought
• 32:06
  through
• 32:07
  use
• 32:07
  guys.
• 32:07
  You
• 32:08
  have
• 32:08
  to
• 32:08
  use
• 32:08
  A,
• 32:08
  B,
• 32:08
  C,
• 32:09
  D
• 32:09
  and
• 32:10
  all
• 32:10
  the
• 32:11
  different
• 32:11
  tools.
• 32:11
  Right.
• 32:12
  You
• 32:12
  are
• 32:12
  not
• 32:12
  allowed
• 32:13
  to
• 32:14
  use
• 32:15
  external
• 32:15
  tools.
• 32:16
  Makes
• 32:16
  totally
• 32:16
  sense.
• 32:17
  That's
• 32:17
  a
• 32:17
  security
• 32:18
  layer
• 32:18
  and
• 32:18
  that's
• 32:18
  a
• 32:19
  security
• 32:19
  measure.
• 32:19
  And
• 32:20
  for
• 32:20
  me
• 32:20
  it
• 32:21
  makes
• 32:21
  total
• 32:21
  sense.
• 32:23
  Interesting.
• 32:24
  So
• 32:25
  if
• 32:25
  you're
• 32:25
  saying
• 32:25
  that
• 32:26
  Amazon
• 32:26
  is
• 32:26
  now
• 32:27
  going
• 32:27
  for
• 32:27
  this
• 32:28
  walled
• 32:28
  garden
• 32:29
  policy
• 32:29
  regarding
• 32:30
  AI,
• 32:30
  what
• 32:30
  does
• 32:31
  that
• 32:31
  do
• 32:31
  to
• 32:31
  the
• 32:32
  likes
• 32:32
  of
• 32:33
  OpenAI,
• 32:33
  perplexity,
• 32:34
  Gemini?
• 32:35
  So
• 32:36
  how
• 32:37
  can
• 32:37
  they,
• 32:37
  or
• 32:38
  might
• 32:39
  they
• 32:39
  react
• 32:39
  to
• 32:40
  that?
• 32:40
  Because
• 32:41
  as
• 32:42
  I
• 32:42
  agree
• 32:42
  with
• 32:42
  you,
• 32:43
  I
• 32:43
  think
• 32:43
  if
• 32:43
  you
• 32:44
  really
• 32:44
  want
• 32:44
  to
• 32:45
  get,
• 32:48
  if
• 32:48
  you
• 32:49
  really
• 32:49
  want
• 32:49
  to
• 32:49
  crack
• 32:49
  Agent
• 32:50
  E
• 32:50
  Commerce,
• 32:50
  you
• 32:51
  can't
• 32:51
  do
• 32:51
  it
• 32:51
  without
• 32:51
  the
• 32:52
  inventory
• 32:52
  that
• 32:52
  is
• 32:53
  at
• 32:53
  the
• 32:53
  moment
• 32:53
  stored
• 32:53
  in
• 32:54
  Amazon.
• 32:54
  So
• 32:55
  they
• 32:55
  will
• 32:55
  have
• 32:55
  to
• 32:55
  react
• 32:56
  in
• 32:56
  some
• 32:56
  way
• 32:57
  to
• 32:57
  that.
• 32:58
  On
• 32:58
  the
• 32:59
  other
• 32:59
  hand,
• 32:59
  I
• 33:00
  have
• 33:00
  a
• 33:00
  feeling
• 33:00
  that
• 33:02
  all
• 33:02
  of
• 33:02
  these
• 33:03
  AI
• 33:04
  platforms
• 33:04
  are
• 33:04
  at
• 33:05
  the
• 33:05
  moment
• 33:05
  really
• 33:05
  pushing
• 33:06
  for
• 33:08
  Agent
• 33:08
  E
• 33:09
  Commerce
• 33:09
  and
• 33:09
  all
• 33:10
  the.
• 33:11
  Yeah.
• 33:11
  The
• 33:11
  financial
• 33:12
  backup
• 33:12
  that
• 33:12
  comes
• 33:13
  with
• 33:13
  it.
• 33:14
  So
• 33:14
  they
• 33:14
  have,
• 33:15
  they
• 33:15
  really
• 33:15
  need
• 33:15
  to,
• 33:16
  to
• 33:16
  get
• 33:16
  stuff
• 33:16
  working.
• 33:17
  That's
• 33:17
  what
• 33:18
  I
• 33:18
  feel.
• 33:18
  So
• 33:20
  are
• 33:20
  they
• 33:20
  having
• 33:20
  more
• 33:20
  pressure
• 33:21
  than
• 33:21
  Amazon
• 33:21
  is
• 33:22
  doing?
• 33:24
  To
• 33:24
  me,
• 33:24
  I
• 33:24
  mean,
• 33:24
  it's
• 33:25
  a
• 33:25
  little
• 33:25
  bit
• 33:25
  like
• 33:25
  you
• 33:25
  said
• 33:25
  in
• 33:26
  the
• 33:26
  beginning.
• 33:26
  I
• 33:26
  mean,
• 33:26
  you
• 33:26
  have
• 33:27
  heard
• 33:27
  maybe
• 33:27
  yesterday,
• 33:28
  this
• 33:29
  Shopify
• 33:30
  Temu
• 33:32
  new
• 33:34
  collaboration.
• 33:35
  So
• 33:36
  everything
• 33:36
  around
• 33:36
  Amazon
• 33:37
  is
• 33:37
  no
• 33:37
  huddling.
• 33:38
  Of
• 33:38
  course,
• 33:38
  it's
• 33:38
  not,
• 33:39
  you
• 33:39
  know,
• 33:39
  like
• 33:39
  moving
• 33:40
  together
• 33:40
  and.
• 33:41
  Yeah,
• 33:42
  I
• 33:43
  don't
• 33:43
  know,
• 33:44
  Shopify
• 33:44
  is
• 33:44
  trying
• 33:45
  to
• 33:45
  create
• 33:46
  a
• 33:46
  relevance,
• 33:47
  convincing
• 33:48
  the
• 33:49
  agentic
• 33:49
  AI
• 33:50
  companies.
• 33:50
  Yeah,
• 33:51
  you
• 33:51
  don't
• 33:51
  need
• 33:52
  Amazon.
• 33:52
  Look,
• 33:52
  here
• 33:53
  we
• 33:53
  are,
• 33:53
  friends.
• 33:54
  We've
• 33:54
  got
• 33:54
  it,
• 33:54
  We've
• 33:55
  got
• 33:55
  it.
• 33:55
  Yeah.
• 33:56
  If
• 33:56
  Amazon
• 33:56
  is
• 33:56
  50%,
• 33:57
  we
• 33:57
  are
• 33:57
  also
• 33:57
  50%.
• 33:59
  But
• 34:01
  I
• 34:01
  mean,
• 34:02
  to
• 34:02
  be
• 34:02
  very
• 34:03
  clear,
• 34:04
  agentic
• 34:04
  AI
• 34:05
  won't
• 34:05
  fly
• 34:06
  without
• 34:06
  Amazon
• 34:07
  in
• 34:07
  certain
• 34:07
  territories,
• 34:09
  in
• 34:09
  certain
• 34:10
  environments.
• 34:10
  Yeah,
• 34:11
  it's
• 34:11
  not
• 34:11
  a
• 34:11
  topic
• 34:12
  in
• 34:13
  China,
• 34:14
  it's
• 34:14
  not
• 34:15
  a
• 34:15
  topic.
• 34:15
  Maybe
• 34:15
  in
• 34:16
  South
• 34:16
  America.
• 34:19
  Yeah.
• 34:19
  So
• 34:19
  there
• 34:19
  are
• 34:20
  different
• 34:20
  regions
• 34:20
  definitely
• 34:21
  where
• 34:21
  it
• 34:22
  would
• 34:22
  work
• 34:22
  without
• 34:23
  Amazon.
• 34:24
  So
• 34:25
  it's
• 34:25
  maybe
• 34:25
  not
• 34:26
  a
• 34:26
  global
• 34:26
  perspective
• 34:27
  here,
• 34:28
  but
• 34:28
  I
• 34:28
  could
• 34:28
  also
• 34:29
  imagine,
• 34:29
  I
• 34:30
  mean
• 34:30
  we
• 34:30
  can
• 34:30
  talk
• 34:30
  about
• 34:30
  that
• 34:31
  next
• 34:31
  time.
• 34:32
  I
• 34:32
  can
• 34:32
  also
• 34:33
  imagine
• 34:33
  in
• 34:34
  China
• 34:34
  it's
• 34:34
  not
• 34:35
  that
• 34:35
  much
• 34:35
  different.
• 34:36
  Right?
• 34:36
  I
• 34:36
  mean
• 34:38
  all
• 34:38
  those
• 34:38
  Chinese
• 34:39
  platforms,
• 34:39
  they're
• 34:39
  also
• 34:39
  not
• 34:40
  saying
• 34:40
  hey
• 34:40
  guys,
• 34:41
  come
• 34:41
  on,
• 34:42
  come
• 34:42
  on
• 34:42
  in.
• 34:45
  Crawl
• 34:46
  a
• 34:46
  little
• 34:46
  bit
• 34:46
  around
• 34:46
  here
• 34:47
  in
• 34:47
  Alibaba
• 34:48
  or
• 34:48
  Taobao
• 34:49
  or
• 34:49
  something.
• 34:49
  That's
• 34:50
  pretty
• 34:50
  clear.
• 34:50
  I
• 34:51
  mean
• 34:52
  the
• 34:52
  agenda
• 34:53
  guys,
• 34:54
  they
• 34:54
  know
• 34:55
  that
• 34:55
  they
• 34:55
  are
• 34:55
  facing
• 34:57
  restrictions
• 34:58
  going
• 34:59
  forward
• 34:59
  from
• 34:59
  certain
• 35:00
  platforms
• 35:00
  that
• 35:01
  have
• 35:01
  a
• 35:01
  certain
• 35:02
  power
• 35:03
  level.
• 35:04
  That's
• 35:05
  clear.
• 35:05
  And
• 35:05
  in
• 35:05
  the
• 35:06
  end
• 35:06
  you
• 35:06
  are
• 35:07
  missing
• 35:08
  out
• 35:08
  on
• 35:09
  certain
• 35:10
  important
• 35:11
  players
• 35:11
  globally.
• 35:13
  So
• 35:14
  they
• 35:14
  need
• 35:14
  a
• 35:14
  solution
• 35:15
  for
• 35:15
  that
• 35:16
  agentic
• 35:17
  AI
• 35:17
  and
• 35:18
  that's
• 35:18
  vice
• 35:18
  versa.
• 35:19
  Amazon
• 35:19
  will
• 35:19
  not
• 35:20
  create
• 35:20
  an
• 35:20
  agentic
• 35:21
  AI
• 35:21
  bot
• 35:22
  that's
• 35:22
  then
• 35:22
  only
• 35:23
  recommending
• 35:24
  Amazon
• 35:24
  and
• 35:25
  that's
• 35:26
  crazy.
• 35:26
  Doesn't
• 35:27
  make
• 35:27
  sense.
• 35:27
  And
• 35:27
  that
• 35:27
  would
• 35:27
  definitely.
• 35:28
  That
• 35:28
  would
• 35:28
  take
• 35:29
  half
• 35:29
  a
• 35:30
  year.
• 35:30
  And
• 35:30
  then
• 35:30
  EU
• 35:31
  commission
• 35:31
  would
• 35:32
  say
• 35:32
  yeah,
• 35:32
  here
• 35:33
  you
• 35:33
  have
• 35:33
  to
• 35:33
  let
• 35:33
  in
• 35:33
  everyone
• 35:34
  and
• 35:34
  that
• 35:34
  needs
• 35:35
  to
• 35:35
  be
• 35:36
  democratized
• 35:37
  and
• 35:37
  blah
• 35:38
  blah
• 35:38
  and
• 35:38
  something.
• 35:40
  So
• 35:40
  it's
• 35:41
  even
• 35:41
  not
• 35:41
  worth
• 35:42
  thinking
• 35:42
  about
• 35:42
  creating
• 35:43
  your
• 35:43
  own
• 35:43
  agendik
• 35:44
  AI
• 35:45
  thing.
• 35:46
  In
• 35:46
  some
• 35:47
  ways
• 35:47
  they're
• 35:47
  doing
• 35:47
  this
• 35:48
  with
• 35:48
  Alexa
• 35:48
  and
• 35:49
  then
• 35:49
  the
• 35:49
  Rufus
• 35:49
  intake
• 35:50
  and
• 35:50
  so
• 35:50
  on.
• 35:51
  Okay.
• 35:51
  But
• 35:52
  then
• 35:52
  they
• 35:52
  will
• 35:52
  definitely
• 35:52
  call
• 35:53
  it
• 35:53
  different
• 35:54
  to
• 35:54
  avoid
• 35:54
  this
• 35:55
  enforced
• 35:56
  situation
• 35:57
  going
• 35:57
  forward.
• 35:58
  This
• 35:58
  is
• 35:58
  my
• 35:59
  tool
• 35:59
  and
• 35:59
  my
• 36:00
  tool
• 36:00
  and
• 36:01
  that's
• 36:01
  it.
• 36:01
  So.
• 36:03
  But
• 36:04
  agentic
• 36:05
  AI
• 36:06
  guys,
• 36:06
  it's
• 36:06
  a
• 36:06
  little
• 36:06
  bit
• 36:07
  like
• 36:07
  you
• 36:07
  said
• 36:07
  at
• 36:07
  the
• 36:07
  beginning
• 36:07
  with
• 36:08
  those
• 36:08
  publishing
• 36:09
  houses
• 36:10
  and
• 36:10
  all
• 36:10
  that
• 36:10
  stuff.
• 36:11
  Right.
• 36:11
  The
• 36:11
  problem
• 36:11
  back
• 36:12
  then
• 36:12
  was
• 36:12
  a
• 36:13
  Google
• 36:14
  was
• 36:14
  able
• 36:14
  to.
• 36:16
  This
• 36:16
  library
• 36:17
  thing
• 36:17
  was
• 36:17
  called.
• 36:18
  Right.
• 36:18
  Or
• 36:19
  something.
• 36:19
  They
• 36:19
  were
• 36:19
  able
• 36:20
  to
• 36:20
  crawl,
• 36:21
  let's
• 36:21
  say
• 36:22
  scrape
• 36:22
  basically
• 36:22
  everything.
• 36:24
  Yeah.
• 36:25
  In
• 36:25
  certain
• 36:26
  territories.
• 36:27
  And
• 36:27
  that
• 36:27
  was
• 36:27
  still
• 36:28
  once
• 36:28
  again
• 36:29
  this
• 36:29
  globalization
• 36:29
  problem.
• 36:30
  Right.
• 36:30
  Not
• 36:30
  allowed
• 36:31
  in
• 36:31
  Germany,
• 36:31
  but
• 36:32
  you
• 36:32
  can
• 36:32
  take
• 36:32
  the
• 36:33
  same
• 36:33
  book
• 36:33
  over
• 36:33
  the
• 36:34
  border
• 36:34
  to
• 36:34
  Slovakia
• 36:35
  and
• 36:35
  then
• 36:35
  you
• 36:35
  could
• 36:36
  simply
• 36:37
  do
• 36:37
  your
• 36:37
  stuff.
• 36:38
  So
• 36:39
  that
• 36:39
  was
• 36:39
  crazy.
• 36:39
  I
• 36:40
  mean
• 36:40
  this
• 36:40
  was
• 36:40
  putting
• 36:41
  pressure
• 36:41
  simply
• 36:42
  from
• 36:42
  Google
• 36:43
  and
• 36:44
  then
• 36:44
  also
• 36:45
  some
• 36:47
  houses
• 36:47
  I
• 36:48
  think
• 36:48
  in
• 36:48
  this
• 36:48
  environment.
• 36:48
  I
• 36:49
  don't
• 36:49
  know
• 36:49
  who
• 36:49
  was
• 36:49
  first,
• 36:50
  but
• 36:50
  us
• 36:50
  guys,
• 36:51
  I
• 36:51
  think
• 36:52
  they
• 36:52
  then
• 36:52
  simply
• 36:53
  left.
• 36:54
  Left
• 36:54
  the
• 36:54
  army,
• 36:55
  left
• 36:55
  the
• 36:56
  party.
• 36:56
  Yes.
• 36:56
  And
• 36:57
  said
• 36:57
  okay,
• 36:58
  we
• 36:58
  are
• 36:58
  collaborating.
• 36:59
  Right.
• 36:59
  They're
• 37:00
  paying
• 37:00
  something
• 37:01
  and
• 37:01
  I
• 37:01
  need
• 37:02
  the
• 37:02
  money.
• 37:02
  So.
• 37:03
  And
• 37:03
  then
• 37:03
  they
• 37:03
  can
• 37:03
  have
• 37:03
  our
• 37:04
  content.
• 37:04
  Yeah,
• 37:04
  it's
• 37:05
  coming
• 37:05
  anyways,
• 37:06
  they
• 37:06
  thought
• 37:06
  or
• 37:07
  something.
• 37:08
  And.
• 37:08
  And
• 37:09
  then
• 37:09
  if
• 37:09
  you
• 37:09
  are
• 37:10
  then
• 37:10
  in
• 37:10
  Europe,
• 37:10
  in
• 37:10
  Germany,
• 37:11
  sitting
• 37:11
  as
• 37:11
  the
• 37:12
  last
• 37:12
  resort.
• 37:15
  That
• 37:15
  makes
• 37:15
  no
• 37:16
  sense.
• 37:16
  Right.
• 37:17
  So
• 37:17
  and
• 37:17
  this
• 37:17
  is
• 37:18
  I
• 37:18
  think
• 37:18
  a
• 37:18
  similar
• 37:19
  situation
• 37:19
  here.
• 37:21
  One
• 37:22
  agentic
• 37:22
  AI
• 37:23
  bot
• 37:24
  company,
• 37:26
  they
• 37:26
  are
• 37:26
  acting
• 37:27
  as
• 37:27
  users
• 37:27
  when
• 37:28
  approaching
• 37:28
  Amazon.
• 37:29
  Right.
• 37:29
  They're
• 37:30
  called
• 37:30
  then
• 37:30
  users.
• 37:31
  So
• 37:31
  to
• 37:31
  say
• 37:32
  one
• 37:32
  user
• 37:33
  will
• 37:33
  definitely
• 37:35
  try
• 37:35
  to
• 37:36
  get
• 37:38
  permission
• 37:38
  to
• 37:39
  enter
• 37:39
  Amazon.
• 37:40
  Yeah.
• 37:40
  Circumventing
• 37:41
  this
• 37:41
  robots
• 37:42
  tax
• 37:43
  by
• 37:43
  saying
• 37:43
  okay,
• 37:44
  I
• 37:44
  will
• 37:44
  use
• 37:45
  an
• 37:46
  API.
• 37:47
  One
• 37:48
  will
• 37:48
  start
• 37:48
  the
• 37:48
  game
• 37:49
  once
• 37:49
  again.
• 37:50
  Let
• 37:51
  it
• 37:51
  be
• 37:51
  anthropic
• 37:52
  where
• 37:52
  Amazon
• 37:53
  is
• 37:53
  invested.
• 37:55
  Maybe.
• 37:57
  So
• 37:58
  one
• 37:58
  will
• 37:58
  start.
• 37:59
  Customers
• 38:00
  will
• 38:00
  think
• 38:01
  I
• 38:01
  have
• 38:01
  the
• 38:02
  most
• 38:02
  convenient
• 38:03
  recommendation
• 38:04
  experience
• 38:05
  when
• 38:05
  using
• 38:06
  this
• 38:07
  bot
• 38:07
  because
• 38:08
  obviously
• 38:09
  there's
• 38:09
  everything
• 38:10
  I
• 38:10
  can
• 38:11
  still
• 38:11
  use
• 38:11
  my
• 38:12
  Amazon
• 38:12
  app,
• 38:12
  like
• 38:13
  controlling
• 38:13
  my
• 38:13
  order
• 38:14
  flow
• 38:14
  whatsoever.
• 38:15
  I'm
• 38:15
  collecting
• 38:15
  points,
• 38:16
  blah,
• 38:16
  blah,
• 38:16
  blah.
• 38:17
  What
• 38:17
  Amazon's
• 38:17
  all
• 38:17
  doing
• 38:18
  now.
• 38:18
  Yeah.
• 38:18
  You
• 38:18
  can
• 38:18
  now
• 38:19
  collect
• 38:22
  what
• 38:23
  is
• 38:23
  mites
• 38:23
  and
• 38:23
  more
• 38:24
  on
• 38:24
  something.
• 38:25
  So
• 38:25
  Amazon
• 38:25
  as
• 38:25
  you
• 38:26
  know
• 38:26
  like
• 38:26
  loyalty
• 38:26
  programs
• 38:27
  and
• 38:27
  Amazon
• 38:27
  is,
• 38:27
  you
• 38:28
  know,
• 38:28
  like.
• 38:28
  Yeah,
• 38:28
  they're
• 38:28
  building
• 38:29
  it
• 38:29
  up
• 38:29
  all
• 38:29
  the
• 38:29
  time.
• 38:30
  So
• 38:31
  just
• 38:32
  one
• 38:32
  needs
• 38:32
  to
• 38:32
  start
• 38:33
  and
• 38:34
  customers
• 38:35
  will
• 38:35
  think
• 38:36
  will
• 38:37
  come
• 38:37
  to
• 38:37
  the
• 38:37
  conclusion
• 38:38
  that
• 38:38
  there
• 38:38
  is
• 38:39
  the
• 38:39
  most
• 38:39
  complete
• 38:40
  recommendation
• 38:41
  set
• 38:42
  with
• 38:42
  this
• 38:43
  particular
• 38:43
  agentic
• 38:44
  ioBot.
• 38:44
  Then
• 38:44
  the
• 38:45
  second
• 38:45
  falls
• 38:45
  the
• 38:46
  third
• 38:47
  and
• 38:48
  one
• 38:48
  day
• 38:49
  later
• 38:50
  somehow
• 38:51
  the
• 38:51
  last
• 38:52
  one.
• 38:52
  I
• 38:52
  think
• 38:53
  this
• 38:53
  is
• 38:53
  a
• 38:53
  matter
• 38:53
  of
• 38:53
  time.
• 38:54
  This
• 38:55
  is
• 38:55
  what
• 38:55
  Amazon
• 38:55
  is
• 38:55
  buying
• 38:56
  time
• 38:56
  for.
• 38:58
  Until
• 38:59
  Amazon
• 39:00
  is
• 39:00
  like
• 39:00
  dressing
• 39:01
  the
• 39:01
  bride.
• 39:02
  Yeah.
• 39:02
  More
• 39:03
  and
• 39:03
  more
• 39:03
  and
• 39:04
  more
• 39:04
  doing
• 39:05
  everything,
• 39:06
  let's
• 39:06
  say
• 39:07
  what's
• 39:08
  attracting
• 39:09
  customers.
• 39:11
  Also
• 39:12
  agentic
• 39:13
  AI.
• 39:13
  Yeah.
• 39:14
  I've
• 39:14
  written,
• 39:15
  I've
• 39:15
  written,
• 39:16
  I've
• 39:16
  read.
• 39:17
  Written
• 39:17
  would
• 39:17
  be
• 39:17
  nice.
• 39:18
  I've
• 39:18
  read
• 39:18
  some
• 39:19
  sort
• 39:19
  of
• 39:19
  a
• 39:19
  paper
• 39:20
  regarding
• 39:21
  agentic
• 39:22
  AI
• 39:23
  trying
• 39:24
  to
• 39:24
  understand
• 39:24
  prime
• 39:25
  and
• 39:26
  you
• 39:26
  know
• 39:26
  like
• 39:26
  the
• 39:27
  impact
• 39:28
  and
• 39:28
  for
• 39:28
  customers
• 39:29
  and,
• 39:29
  and
• 39:30
  for
• 39:30
  the
• 39:30
  order
• 39:30
  journey
• 39:31
  and
• 39:31
  trust
• 39:31
  and
• 39:32
  everything.
• 39:32
  And
• 39:32
  something
• 39:32
  was
• 39:33
  very
• 39:33
  interesting
• 39:34
  and
• 39:35
  this
• 39:35
  is
• 39:35
  what's
• 39:36
  actually
• 39:36
  going
• 39:36
  on.
• 39:39
  Coming
• 39:39
  back
• 39:39
  to
• 39:39
  the
• 39:40
  very
• 39:40
  beginning.
• 39:41
  There's
• 39:41
  a
• 39:41
  lot
• 39:42
  to
• 39:42
  defend
• 39:44
  from
• 39:44
  a
• 39:44
  size
• 39:44
  and
• 39:45
  dimension.
• 39:45
  Absolutely.
• 39:46
  If
• 39:46
  there
• 39:46
  is
• 39:47
  one
• 39:48
  AI
• 39:48
  bot
• 39:50
  breaching
• 39:51
  this
• 39:51
  Amazon
• 39:52
  system
• 39:54
  could
• 39:54
  be
• 39:54
  the
• 39:54
  end
• 39:57
  some
• 39:57
  days.
• 39:58
  Not
• 39:58
  detected.
• 39:59
  A
• 39:59
  new
• 39:59
  AI
• 39:59
  bot
• 40:00
  created.
• 40:00
  I
• 40:00
  mean
• 40:00
  this
• 40:00
  is
• 40:01
  a
• 40:01
  war,
• 40:01
  right?
• 40:02
  I
• 40:02
  mean
• 40:02
  this
• 40:02
  is
• 40:02
  war.
• 40:03
  Behind
• 40:03
  the
• 40:03
  scenes.
• 40:04
  The
• 40:04
  guys
• 40:04
  who
• 40:05
  are
• 40:05
  updating
• 40:05
  this
• 40:05
  robots
• 40:06
  Txt
• 40:06
  thing,
• 40:07
  let's
• 40:07
  say
• 40:07
  the
• 40:08
  security
• 40:08
  guys
• 40:09
  who
• 40:09
  are
• 40:09
  checking
• 40:09
  permanently
• 40:10
  who
• 40:10
  is
• 40:11
  approaching
• 40:11
  our
• 40:11
  site.
• 40:13
  Is
• 40:13
  there
• 40:13
  something
• 40:13
  that
• 40:14
  looks
• 40:14
  technical,
• 40:15
  that
• 40:15
  looks
• 40:16
  not
• 40:16
  human?
• 40:16
  Right.
• 40:17
  So
• 40:18
  and
• 40:18
  it's
• 40:19
  really
• 40:19
  important
• 40:19
  to
• 40:20
  say
• 40:20
  that
• 40:20
  humans
• 40:21
  are
• 40:21
  will
• 40:21
  always
• 40:22
  be
• 40:22
  able
• 40:23
  to
• 40:23
  enter
• 40:23
  the
• 40:23
  site
• 40:24
  even
• 40:24
  with
• 40:25
  pages
• 40:25
  that
• 40:25
  contain
• 40:26
  AI.
• 40:28
  Let's
• 40:28
  say
• 40:28
  if
• 40:29
  you
• 40:29
  come,
• 40:29
  if
• 40:29
  you're
• 40:29
  coming
• 40:30
  from
• 40:30
  a
• 40:30
  browser
• 40:30
  that
• 40:31
  has
• 40:31
  the
• 40:31
  copilot
• 40:32
  AI
• 40:32
  feature
• 40:32
  in
• 40:33
  there,
• 40:33
  Amazon
• 40:34
  is
• 40:34
  receiving
• 40:35
  mixed
• 40:35
  signals
• 40:36
  when
• 40:36
  this
• 40:36
  human
• 40:37
  being
• 40:37
  is
• 40:37
  coming
• 40:37
  and
• 40:38
  they
• 40:38
  might
• 40:38
  throw
• 40:38
  in
• 40:39
  some
• 40:39
  sort
• 40:39
  of
• 40:39
  a
• 40:39
  captcha
• 40:40
  or
• 40:40
  something.
• 40:40
  Right.
• 40:40
  Are
• 40:41
  you
• 40:41
  human
• 40:41
  or
• 40:42
  so.
• 40:42
  But
• 40:42
  they
• 40:43
  still
• 40:43
  will
• 40:43
  let
• 40:43
  them
• 40:43
  in.
• 40:44
  So
• 40:44
  it's
• 40:44
  also
• 40:44
  defined
• 40:46
  in
• 40:46
  this
• 40:46
  robots
• 40:47
  text.
• 40:47
  Like
• 40:48
  even
• 40:48
  if
• 40:48
  something
• 40:49
  is
• 40:50
  AI
• 40:50
  related
• 40:51
  that
• 40:51
  looks
• 40:52
  human,
• 40:52
  we
• 40:53
  let
• 40:53
  this
• 40:53
  in,
• 40:54
  but
• 40:55
  maybe
• 40:55
  control
• 40:56
  it
• 40:56
  a
• 40:56
  little
• 40:56
  or
• 40:56
  check
• 40:57
  this
• 40:57
  a
• 40:57
  little
• 40:57
  bit,
• 40:58
  enter
• 40:58
  a
• 40:58
  checkpoint
• 40:59
  into
• 40:59
  the
• 40:59
  journey.
• 41:01
  So
• 41:02
  this
• 41:02
  is
• 41:02
  definitely
• 41:04
  from
• 41:04
  an
• 41:04
  Amazon
• 41:04
  perspective,
• 41:06
  my
• 41:06
  personal
• 41:07
  opinion,
• 41:07
  it's
• 41:08
  not
• 41:08
  smart,
• 41:09
  it's
• 41:09
  not
• 41:09
  clever.
• 41:10
  From
• 41:10
  my
• 41:10
  perspective,
• 41:11
  it's
• 41:11
  the
• 41:11
  only
• 41:11
  way
• 41:12
  to
• 41:12
  go
• 41:14
  to
• 41:14
  replicate
• 41:15
  now
• 41:15
  this
• 41:15
  Apple
• 41:16
  thing.
• 41:17
  That's
• 41:17
  from
• 41:18
  my
• 41:18
  perspective,
• 41:18
  what
• 41:18
  they're
• 41:19
  doing.
• 41:20
  And
• 41:21
  it's,
• 41:22
  yeah,
• 41:22
  it's,
• 41:23
  it's
• 41:23
  a
• 41:23
  matter
• 41:23
  of
• 41:24
  survival.
• 41:24
  Right.
• 41:25
  It's
• 41:25
  a
• 41:25
  matter
• 41:25
  of
• 41:26
  relevance
• 41:27
  or
• 41:28
  I
• 41:28
  mean
• 41:29
  this
• 41:29
  is
• 41:29
  always
• 41:29
  the
• 41:30
  fallback
• 41:30
  thing.
• 41:30
  The
• 41:30
  minimum,
• 41:31
  minimum,
• 41:31
  the
• 41:32
  bare
• 41:32
  minimum
• 41:32
  scenario
• 41:33
  is
• 41:34
  Amazon
• 41:34
  is
• 41:35
  maybe
• 41:35
  the
• 41:35
  biggest
• 41:36
  executional
• 41:38
  logistics
• 41:38
  facility
• 41:39
  in
• 41:40
  the
• 41:40
  world
• 41:41
  in
• 41:41
  some
• 41:41
  days.
• 41:42
  That's
• 41:43
  maybe
• 41:43
  that's
• 41:43
  the,
• 41:44
  if
• 41:44
  they
• 41:44
  are.
• 41:44
  Failing,
• 41:46
  that
• 41:47
  would
• 41:47
  be
• 41:47
  the,
• 41:48
  the
• 41:48
  strategy.
• 41:49
  But
• 41:49
  as
• 41:49
  you
• 41:49
  said
• 41:50
  before,
• 41:50
  they
• 41:50
  are
• 41:50
  not
• 41:51
  earning
• 41:51
  their
• 41:51
  money
• 41:51
  with
• 41:52
  their
• 41:52
  logistics,
• 41:52
  they're
• 41:53
  earning
• 41:53
  their
• 41:53
  money
• 41:53
  with
• 41:53
  their,
• 41:54
  with
• 41:54
  their
• 41:54
  ads
• 41:55
  and.
• 41:55
  Okay.
• 41:56
  And
• 41:56
  aws,
• 41:57
  of
• 41:57
  course,
• 41:57
  which
• 41:57
  won't
• 41:58
  be
• 41:59
  affected
• 41:59
  by
• 41:59
  all
• 42:00
  of
• 42:00
  what
• 42:00
  you've
• 42:00
  been
• 42:00
  talking
• 42:01
  about
• 42:01
  today.
• 42:01
  But
• 42:02
  still.
• 42:02
  Yeah,
• 42:02
  that
• 42:02
  is,
• 42:03
  I
• 42:03
  mean,
• 42:03
  interesting
• 42:03
  times,
• 42:04
  isn't
• 42:04
  it?
• 42:06
  There's
• 42:06
  such
• 42:07
  a
• 42:07
  lot
• 42:07
  going
• 42:07
  on
• 42:07
  and
• 42:08
  I,
• 42:08
  I
• 42:08
  take
• 42:08
  your
• 42:09
  points,
• 42:09
  there's
• 42:09
  very
• 42:09
  good
• 42:10
  points
• 42:10
  that
• 42:10
  you're
• 42:10
  making
• 42:10
  with
• 42:10
  the
• 42:10
  board
• 42:11
  wall
• 42:11
  garden
• 42:11
  approach.
• 42:12
  I'm
• 42:13
  not
• 42:13
  fully
• 42:13
  convinced
• 42:14
  that
• 42:14
  this
• 42:14
  is,
• 42:15
  this
• 42:16
  will
• 42:16
  work
• 42:17
  in
• 42:17
  the
• 42:17
  end.
• 42:17
  But
• 42:17
  what
• 42:18
  I
• 42:18
  have
• 42:18
  to
• 42:18
  say
• 42:19
  regarding
• 42:20
  my,
• 42:20
  my
• 42:21
  deja
• 42:21
  vu
• 42:21
  with
• 42:22
  publishing
• 42:22
  houses,
• 42:23
  the
• 42:23
  one
• 42:23
  thing
• 42:24
  that
• 42:24
  is
• 42:24
  different
• 42:24
  to
• 42:25
  that
• 42:25
  situation,
• 42:25
  and
• 42:25
  that
• 42:26
  is
• 42:26
  a
• 42:26
  big
• 42:26
  thing,
• 42:27
  is
• 42:27
  that
• 42:27
  when
• 42:28
  Google
• 42:28
  came
• 42:29
  along
• 42:29
  and
• 42:29
  attacked
• 42:30
  the
• 42:30
  publishing
• 42:31
  houses,
• 42:32
  they
• 42:32
  were
• 42:33
  much
• 42:34
  more
• 42:34
  pressed
• 42:34
  for
• 42:35
  money
• 42:35
  and
• 42:36
  resources
• 42:36
  than
• 42:36
  Amazon
• 42:37
  is
• 42:37
  now.
• 42:37
  So
• 42:38
  Amazon,
• 42:39
  I
• 42:39
  think
• 42:39
  has,
• 42:40
  has
• 42:40
  a
• 42:40
  long,
• 42:41
  yeah,
• 42:42
  can,
• 42:42
  can
• 42:43
  hold
• 42:43
  out
• 42:43
  quite
• 42:44
  long
• 42:44
  against,
• 42:45
  against
• 42:45
  those
• 42:46
  bots
• 42:46
  coming
• 42:46
  up.
• 42:47
  And
• 42:47
  I
• 42:47
  don't
• 42:47
  know
• 42:47
  if
• 42:48
  the
• 42:48
  bots
• 42:48
  can
• 42:48
  hold
• 42:49
  up
• 42:49
  as
• 42:49
  long
• 42:50
  because
• 42:50
  as
• 42:50
  I
• 42:50
  said,
• 42:51
  I
• 42:51
  feel
• 42:51
  some
• 42:52
  financial
• 42:52
  pressure
• 42:53
  there
• 42:53
  coming
• 42:53
  along.
• 42:54
  Yeah.
• 42:55
  But
• 42:55
  you
• 42:55
  know,
• 42:55
  anyway,
• 42:56
  Malta,
• 42:56
  I
• 42:56
  think
• 42:56
  I
• 42:56
  have
• 42:57
  to
• 42:57
  close
• 42:57
  down
• 42:57
  now
• 42:57
  because
• 42:58
  we're
• 42:58
  all
• 42:58
  way
• 42:58
  over
• 42:59
  our
• 42:59
  time.
• 43:00
  But
• 43:00
  that
• 43:00
  was
• 43:00
  a
• 43:01
  very
• 43:01
  interesting
• 43:01
  discussion.
• 43:02
  Thank
• 43:02
  you
• 43:02
  very
• 43:02
  much
• 43:02
  for
• 43:02
  joining
• 43:03
  me
• 43:03
  today.
• 43:03
  And,
• 43:04
  and
• 43:04
  yes,
• 43:04
  I
• 43:04
  think
• 43:04
  we
• 43:05
  have
• 43:05
  to
• 43:05
  revisit
• 43:06
  this
• 43:06
  one
• 43:07
  maybe
• 43:07
  half
• 43:08
  a
• 43:08
  year
• 43:08
  or
• 43:08
  something
• 43:08
  and
• 43:09
  see
• 43:09
  how
• 43:10
  our
• 43:11
  ideas
• 43:11
  from
• 43:11
  today
• 43:12
  played
• 43:12
  out
• 43:13
  in
• 43:13
  the
• 43:13
  future.
• 43:15
  Okay.
• 43:16
  So
• 43:16
  thank
• 43:16
  you
• 43:16
  very
• 43:17
  much
• 43:17
  for
• 43:17
  joining
• 43:17
  me
• 43:17
  and
• 43:18
  thank
• 43:18
  you
• 43:19
  out
• 43:19
  there
• 43:19
  for
• 43:20
  listening
• 43:20
  to
• 43:20
  us
• 43:20
  and
• 43:21
  do
• 43:21
  let
• 43:21
  us
• 43:21
  know
• 43:22
  what
• 43:22
  you
• 43:22
  think
• 43:22
  about
• 43:22
  this
• 43:23
  and
• 43:23
  where
• 43:23
  you
• 43:23
  think
• 43:24
  our
• 43:24
  dear
• 43:25
  E
• 43:25
  Commerce
• 43:25
  is
• 43:25
  heading
• 43:26
  and
• 43:26
  where
• 43:27
  agentic
• 43:27
  commerce
• 43:28
  is
• 43:28
  heading
• 43:28
  with
• 43:28
  Amazon
• 43:29
  or
• 43:29
  not.
• 43:30
  Yeah.
• 43:30
  And
• 43:31
  yeah,
• 43:31
  make
• 43:31
  sure
• 43:31
  to
• 43:33
  come
• 43:33
  back
• 43:34
  to
• 43:34
  us
• 43:34
  next
• 43:34
  week
• 43:35
  and
• 43:35
  listen
• 43:36
  and
• 43:36
  follow
• 43:36
  and
• 43:37
  like
• 43:37
  us
• 43:37
  on
• 43:37
  Spotify,
• 43:38
  Apple,
• 43:38
  wherever.
• 43:39
  So
• 43:39
  thank
• 43:39
  you
• 43:39
  very
• 43:40
  much.
• 43:40
  Bye
• 43:40
  bye.
• 43:41
  Thank
• 43:41
  you.
• 43:41
  Bye
• 43:41
  bye.
• 43:46
  You
• 43:47
  listened
• 43:47
  to
• 43:47
  let's
• 43:48
  Talk
• 43:48
  Marketplace,
• 43:49
  the
• 43:49
  Marketplace
• 43:50
  podcast
• 43:50
  with
• 43:50
  Ingrid
• 43:51
  Lommer
• 43:51
  and
• 43:51
  Valerie
• 43:52
  Dichtel.