Amazon plans to add ChatGPT-style search to Its online store

Amazon’s search experience has been criticized in recent years for the increased share of results devoted to ads and other sponsored content. — Photo by Bryan Angelo on Unsplash

Amazon.com Inc. plans to bring ChatGPT-style product search to its web store, rivaling efforts by Microsoft Corp. and Google to weave generative artificial intelligence into their search engines.

The e-commerce giant’s ambitions appear in recent job postings reviewed by Bloomberg News. One listing seeking a senior software development engineer says the company is "reimagining Amazon Search with an interactive conversational experience” designed to help users find answers to questions, compare products and receive personalized suggestions.