Amazon and Flipkart Race to Rank Higher on ChatGPT and AI Search Platforms

Amazon India and Flipkart are fine-tuning their product listings to ensure better visibility on AI chatbots like ChatGPT, Perplexity, and Google Gemini, as shoppers increasingly use these tools to search, compare, and purchase products online. According to a report by The Economic Times, both ecommerce leaders are experimenting with new optimisation strategies to align their platforms with large language model (LLM) search patterns.

Amazon India has reportedly begun testing “ChatGPT-focused search optimisation” for select categories following its Diwali sale. The company launched pilot projects to study how product information can perform better across conversational AI tools. Meanwhile, Flipkart is in talks with multiple firms specialising in generative engine optimisation (GEO)—a new industry service that helps brands improve their search rankings in AI-powered environments.

This wider trend gained momentum after the National Payments Corporation of India (NPCI) integrated ChatGPT with UPI in October, partnering with Razorpay and BigBasket. As part of the pilot, users can browse products and make UPI payments directly within ChatGPT. Industry experts say this marks the beginning of “agentic commerce,” where AI bots will eventually handle the full shopping process — from search to checkout — on behalf of users.

Also Read: Researchers Find Gender, Racial, and Religious Biases in ChatGPT and Gemini AI Models

Unlike traditional search engines that rely on keyword matching, LLMs respond to natural, conversational queries. To optimise for these models, ecommerce players must identify both high-volume keywords and common consumer prompts. Startups like Siftly, Asva AI, and Consumable AI are already helping retail brands with GEO and LLM optimisation, analysing thousands of search data points to improve product visibility.

Globally, the shift to AI-powered shopping is reshaping online retail. ChatGPT recently partnered with Etsy for AI-led product discovery in the US, while Walmart plans to introduce AI shopping via its Instant Checkout tool. Perplexity AI has teamed up with Shopify and PayPal to offer conversational commerce globally. Amazon too has launched “Rufus,” its in-house AI shopping assistant, though the company recently asked Perplexity to stop enabling purchases through its browser-based AI agent.

As ecommerce platforms compete for visibility in the AI era, industry analysts believe that mastering LLM optimisation will define the next phase of digital retail innovation—one where consumers won’t search for products, but simply ask their AI agents to find and buy them.

Also Read: #JustIn: WhatsApp to Ban ChatGPT and Other AI Chatbots by January 2026