Amazon is considering a World Product Graph initiative to index online shopping data across the internet and keep users from turning elsewhere for product research, according to an internal document reviewed by Reuters.
The proposed database aims to capture information on virtually every item sold globally, whether Amazon stocks it or not. The document notes that Amazon’s current shopping assistant has provided inaccurate information, and the new graph could allow the system to rely on cheaper models by supplying more complete data.
“Amazon cannot be the go-destination for every shopping mission if customers must leave to research product relationships on Google, brand websites, and review sites,” the internal document says. “These answers exist, but the only way to find them has been to leave Amazon for painstaking research on brand websites, third party review sites and tech forums.”
A 2025 Morgan Stanley research report cited by Reuters indicates that only 16 percent of online shoppers begin product research on Amazon, compared with 57 percent for Google. However, Amazon holds an advantage when customers have already decided what to buy, capturing 41 percent of initial purchase searches versus 23 percent for Google and 18 percent for Walmart.
The World Product Graph project relies on discovering how brands structure product details on their own web properties. This involves both independent crawling by Amazon and direct data contributions from brands and retailers.
Amazon has already secured participation from companies including Coca-Cola and Bayer, and held a CEO-level summit with Procter & Gamble to discuss a trial, according to the document.
The internal document is framed as a PR/FAQ, which is a six-page narrative memo commonly used inside Amazon to outline the business case for new services. It carries an aspirational future release date of October 1, 2027.
Reuters could not determine when or if the initiative will be implemented, or whether the October date is realistic. The project is organized under Robert Tekiela, a vice president in Amazon’s Selection & Catalog Systems unit.
“Draft, outdated documents often paint an incomplete picture and the existence of a brainstorming document such as this one doesn’t necessarily reflect our current plans,” Amazon said in a statement reported by Slashdot. “We’re constantly working on new ideas and technologies to make Amazon’s product catalog comprehensive, accurate, and helpful for customers.”
