Amazon’s World Product Graph plan aims to catalog nearly every product on Earth

Amazon wants to become the primary destination for product research, even when it doesn't sell the items in question. The internal planning document outlines an ambitious effort called the World Product Graph, which aims to assemble comprehensive information on almost every product sold globally.

The company has described the document as an outdated brainstorming memo that doesn't reflect its current strategy. However, it sets an aspirational public launch date of October 1, 2027, for this initiative.

Data Collection Strategy

Amazon plans to build the database using two main sources: direct data feeds from brands and retailers, and web crawling to automatically scan websites for product information at scale. Some major consumer brands are reportedly already participating, with Coca-Cola and Bayer contributing data, and Procter & Gamble having taken part in a trial summit.

Competitive Motivations

The initiative aims to prevent shoppers from leaving Amazon to research products on Google, online forums, or brand websites. Amazon reportedly believes richer product data is critical to address issues with its AI shopping assistant Rufus, which has fallen behind competitors in accuracy and functionality.

A broader product database could also help Amazon compete against emerging AI shopping agents that can browse, compare, and potentially purchase items on behalf of users. Currently, Amazon holds 41% of direct searches, compared to Google's 23% and Walmart's 18%.

Brand Implications

For brands, participating in the World Product Graph presents both opportunities and risks. While feeding data to Amazon could improve product visibility in search results and AI answers, it also provides the retail giant with deeper market insights, including information about goods sold through competitors. The involvement of major brands like Coca-Cola and Bayer suggests they see more potential benefits than drawbacks.