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Amazon’s AI wants to own online shopping data

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Amazon’s AI wants to own online shopping data

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Amazon already dominates online shopping, but now it’s setting its sights even higher. With a new artificial intelligence-powered project called Starfish, the company aims to become the world’s most complete and trusted source of product information. 

The goal? Make every listing on Amazon accurate, detailed and easy to understand, whether the product is sold by Amazon or a third-party seller. If the project works as planned, it could save sellers hours of work and help shoppers find what they need faster.

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Amazon website  (Kurt “CyberGuy” Knutsson)

What is Amazon’s Starfish AI project?

Starfish is a multi-year initiative built around generative AI. According to an internal Amazon document obtained by Business Insider, the system gathers product data from across the web, including external websites and images. It then uses large language models (LLMs) to create “complete, correct and consistent” product listings. This isn’t a small update. Amazon expects Starfish to boost sales by $7.5 billion in 2025 alone by improving conversion rates and expanding product variety.

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How Amazon is using AI to improve product listings

Starfish builds on earlier AI tools that Amazon began testing in 2023. These tools could:

  • Automatically generate product images and video ads
  • Fill in missing data for third-party listings
  • Rewrite product titles, bullet points and descriptions to be more relevant

Now, with Starfish, Amazon wants to scale that effort across millions of listings. The AI will also collect data from 200,000 external brand websites by crawling, scraping and mapping their content to Amazon’s catalog. It’s not yet clear whether Amazon’s own web crawler, Amazonbot, is powering Starfish. But the company confirmed to Business Insider that Starfish is already supporting its new “Buy for Me” feature. This feature recommends products from external websites and lets shoppers buy them directly within Amazon’s app.

A person shopping on Amazon (Kurt “CyberGuy” Knutsson)

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Why Amazon built the Starfish AI for marketplace listings

Manually creating product listings is slow and often inconsistent. That’s a problem when Amazon wants to offer a massive selection with reliable information. If shoppers can’t find what they’re looking for, or if the listings are vague, they may head elsewhere. Starfish addresses this by automating the tedious parts of listing creation. That helps sellers spend less time writing and more time selling. For Amazon, better listings mean higher conversion rates and happier customers. Plus, this move positions Amazon to compete more directly with Google Shopping, which also aims to be a central hub for product information.

Amazon’s Starfish AI is expanding globally

Amazon is testing Starfish’s effectiveness with A/B comparisons, measuring sales performance of AI-enriched listings versus standard ones. It’s also rolling out bulk listing tools and preparing to expand the system globally. This isn’t just about improving Amazon’s website. It’s about changing the way product information is gathered, created and shared at scale. 

A person shopping on Amazon  (Kurt “CyberGuy” Knutsson)

What does this mean for you as an Amazon shopper or seller

If you’re a shopper on Amazon, this could mean faster access to clearer, more accurate product listings, especially for obscure or hard-to-find items. As Amazon’s AI fills in missing details and improves titles and descriptions, the results should help you make better decisions with less research.

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For sellers, this streamlines the work of creating listings. If you’ve struggled to write compelling descriptions or keep up with Amazon’s catalog standards, the Starfish project may do much of the heavy lifting. That could save time, reduce errors and improve sales performance.

However, there are some trade-offs. As Amazon scrapes more data from across the web to power its listings, brands and smaller websites may worry about how their product information is being used. And if AI-generated content becomes widespread, quality and trust in listings may vary depending on how well the system works.

In short, expect a more automated Amazon shopping experience, with both conveniences and questions about how your data and the broader web are being used to power it.

Kurt’s key takeaways

Amazon’s Starfish project signals a major shift in how e-commerce works. By combining web scraping, AI models and deep integration into its Marketplace, Amazon hopes to automate one of the most time-consuming parts of online selling. For buyers and sellers, this could mean more convenience and better results. But it also raises important questions about transparency, data ownership and the future role of AI in shaping what we see online.

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Use this map to find the data centers in your backyard

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Use this map to find the data centers in your backyard

When Oregon resident Isabelle Reksopuro heard Google was gobbling up public land to fuel its data centers in her home state, she didn’t initially know what to believe. “There’s a lot of misinformation about data centers,” she said. “Google has denied taking that land.”

Technically, she explains, The Dalles, a city near the Washington state border, sought to reclaim that land, “and Google is just a big, unnamed power user.” The city had in fact asked for ownership of a 150-acre portion of Mount Hood National Forest, claiming it needs access to Mount Hood’s watershed to meet municipal needs as its population — 16,010 as of the 2020 census — grows. But critics, including environmentalists, say the city is trying to secure more water for Google, which has a sprawling data center campus in The Dalles that already consumes about one-third of the city’s water supply.

This controversy made Reksopuro curious about the backlash to data centers being built in other communities. So Reksopuro, a student at the University of Washington who studies the connections between tech and public policy, decided to map it out. Using information collected by Epoch AI and data scraped from legislation on data centers, she built an interactive map tracking AI policy around the world. She designed it to be simple enough for anyone to use. “I wanted it to be something that my younger sisters could play through and explore to understand what are the data centers in the area and what’s actually being done about it,” Reksopuro said. She hoped to shift their opinions that way, “instead of like, through TikTok.”

Four times a day, the map searches for new sources and checks them against the existing database Reksopuro built out. “Once it does that, it will write a new summary, add it to the news feed, and populate it on the sidebar,” she said. “I wanted it to be self-updating, since I’m also a student.”

Reksopuro isn’t against data centers, but she thinks tech giants benefit from a lack of transparency around data center policies. “Right now, it’s this really opaque thing — and all of a sudden, there’s a facility,” she said. “I think that if people knew about data centers beforehand, it would give them leverage. They would be able to negotiate: ask for job training programs, tax revenue, environmental monitoring, things to improve their community.”

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Fox News AI Newsletter: Graduation speaker praises AI, gets instantly booed

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Fox News AI Newsletter: Graduation speaker praises AI, gets instantly booed

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Welcome to Fox News’ Artificial Intelligence newsletter with the latest AI technology advancements.

IN TODAY’S NEWSLETTER:

– UCF graduates clobber commencement speaker with boos after she says AI is the ‘next Industrial Revolution’

– OPINION: DIRECTOR KASH PATEL: We brought the FBI out of the past and into the AI age

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– OpenAI backs creation of global AI governance body led by the U.S. that would include China as a member

TOUGH CROWD: During a recent commencement ceremony at the University of Central Florida, a speaker was met with loud boos from the graduating class after declaring that artificial intelligence represents the next industrial revolution. Fox News Digital reporting captures this tense cultural moment, illustrating the mixed public sentiment and skepticism surrounding AI’s growing footprint in daily life.

A statue on the campus of the University of Central Florida in Orlando, Florida. (iStock)

BADGE MEETS BYTE: Reflecting on the modernization of national security in a Fox News op-ed, FBI Director Kash Patel explores how the bureau must adapt its strategies to address modern threats and advance beyond the artificial intelligence age.

TECH DIPLOMACY: OpenAI is throwing its support behind the establishment of a new global artificial intelligence governance organization that would be led by the United States while notably including China as a member. Fox News Digital reporting examines the geopolitical dynamics and regulatory implications of this proposed framework as global powers race to set the standards for AI development.

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EQUITY ELEVATION: The massive wave of wealth generated by the explosive growth of ChatGPT and the broader AI industry is driving a sudden surge in the San Francisco Bay Area’s luxury real estate market. Fox News Digital reporting breaks down how the influx of new tech capital is reshaping local housing dynamics and fueling a high-end property frenzy.

FBI Director Kash Patel listened as Acting Attorney General Todd Blanche spoke during a press conference at the Department of Justice on April 28, 2026, in Washington, D.C. (Tasos Katopodis/Getty Images)

STRATEGY RESET: Tech giant Cisco is planning to eliminate thousands of jobs as the company shifts its primary focus to accelerate its artificial intelligence initiatives, a move that comes despite the company beating earnings expectations. Fox News Digital reporting details the corporate restructuring and broader economic trends pushing legacy tech firms to aggressively pivot toward AI.

ROAD HAZARD: Waymo is issuing a sweeping recall of its autonomous vehicle fleet following a concerning incident that highlighted significant safety issues with the self-driving technology. Fox News Digital reporting outlines the specifics of the recall, the nature of the safety flaw, and what this setback means for the future of fully autonomous transportation on public roads.

BOTS IN THE BAY: A newly developed, artificial intelligence-powered robot has been engineered to seamlessly change and balance vehicle tires without human intervention. Fox News Digital reporting showcases this latest innovation, exploring how automation and AI mechanics could soon revolutionize the automotive service and repair industry.

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OpenAI CEO Sam Altman speaks during the 2026 Infrastructure Summit in Washington, D.C., on March 11, 2026. (Kylie Cooper/Reuters)

 

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Microsoft’s Edge Copilot update uses AI to pull information from across your tabs

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Microsoft’s Edge Copilot update uses AI to pull information from across your tabs

Microsoft Edge is adding a new feature that will allow its Copilot AI chatbot to gather information from all of your open tabs. When you start a conversation with Copilot, you can ask the chatbot questions about what’s in your tabs, compare the products you’re looking at, summarize your open articles, and more.

In its announcement, Microsoft says you can “select which experiences you want or leave off the ones you don’t.” The company is retiring Copilot Mode as well, which could similarly draw information from your tabs but offered some agentic features, like the ability to book a reservation on your behalf. Microsoft has since folded these agentic capabilities into its “Browse with Copilot” tool.

Several other AI features are coming to Edge, including an AI-powered “Study and Learn” mode that can turn the article you’re looking at into a study session or interactive quiz. There’s a new tool that turns your tabs into AI-powered podcasts as well, similar to what you’d find on NotebookLM, and an AI writing assistant that will pop up when you start entering text on a webpage.

You can also give Copilot permission to access your browsing history to provide more “relevant, high-quality answers,” according to Microsoft. Copilot in Edge on desktop and mobile will come with “long-term memory” as well, which can tailor its responses based on your previous conversations. And, when you open up a new tab, you’ll see a redesigned page that combines chat, search, and web navigation, along with the Journeys feature, which uses AI to organize your browsing history into categories that you can revisit.

Meanwhile, an update to Edge’s mobile app will allow you to share your screen with Copilot and talk through the questions about what you’re seeing. Microsoft says you’ll see “clear visual cues” when Copilot is active, “so you know when it’s taking an action, helping, listening, or viewing.”

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