Google Unveils Universal Commerce Protocol for AI Shopping Agents
Google has just launched the Universal Commerce Protocol, or UCP. This new open standard aims to transform how AI agents handle shopping tasks. The search giant says UCP works across the entire shopping journey. It covers everything from product discovery and purchasing to post-purchase support.
UCP establishes a common language for agents and systems. It allows them to operate together across consumer surfaces, businesses, and payment providers. This protocol enables commerce by simplifying interactions. Instead of needing unique connections for every individual agent, UCP lets all agents interact easily.
Major Retailers Back Google's New Protocol
The protocol already has strong backing from some of America's biggest retailers and payment players. Walmart, Target, Shopify, and Etsy are among the key supporters. Google announced UCP at the National Retail Federation conference in New York.
Google pitched UCP as a foundation for "agentic commerce." This is a fast-emerging concept where AI agents help shoppers carry out multi-step tasks on their behalf. Google CEO Sundar Pichai emphasized this shift on social media platform X. He wrote, "AI agents will be a big part of how we shop in the not-so-distant future."
Amazon's Notable Absence and Legal Battle
Notably, one e-commerce giant was missing from Google's announcement: Amazon. This absence comes amid Amazon's ongoing legal dispute with Perplexity over similar AI shopping technology.
In November 2025, Amazon sued Perplexity over its AI shopping agents. The lawsuit was filed in Northern California. Amazon sought to stop Perplexity's Comet AI agents from accessing Amazon's e-commerce website. Amazon alleged this access occurred in a covert manner.
The lawsuit followed a cease and desist letter. Amazon claimed Perplexity was "disguising Comet as a Google Chrome browser." The company also accused Perplexity of refusing to identify Comet AI agents when operating in the Amazon Store. Amazon said these agents made purchases on behalf of users without proper authorization.
Amazon's Position on Third-Party AI Agents
In a blog post about the cease and desist notice, Amazon explained its position. The company wrote that third-party applications offering to make purchases for customers should operate openly. They should respect service provider decisions about participation.
Amazon compared this to how food delivery apps work with restaurants. It also mentioned delivery service apps with stores and online travel agencies with airlines. The company stated that agentic third-party applications like Perplexity's Comet have the same obligations.
Amazon has repeatedly requested that Perplexity remove Amazon from the Comet experience. The company cited significantly degraded shopping and customer service experiences.
Amazon's Broader Approach to Agentic Commerce
Amazon's legal action against Perplexity is not a full indictment against third-party agentic commerce. Instead, it shows how Amazon wants to work with external agents on its own terms. The company has been experimenting with its own AI-powered shopping features.
These include the Rufus assistant and the "Buy for Me" initiative. Amazon CEO Andy Jassy acknowledged during the last earnings call that agentic commerce "has a chance to be really good for e-commerce." He said he expects the company to partner with third-party agents over time.
However, Jassy also noted current limitations. He said agents "aren't very good" at personalization. They often display incorrect pricing and delivery estimates. Despite these challenges, Jassy confirmed Amazon is not against external partnerships for agentic commerce.
During the call, Jassy stated, "We're also having conversations with and expect over time to partner with third-party agents." He added that search engines are currently a very small part of Amazon's referral traffic. Third-party agents represent a very small subset of that. But Jassy believes they will find ways to partner, provided they ensure a positive customer experience.
