--- title: "If you sell on Amazon, Shopee or Lazada, your AI visibility has already been configured for you." description: "If you sell on Amazon, Shopee or Lazada, your AI visibility has already been configured for you — and sellers influence almost none of it." date: 2026-08-13 dateModified: 2026-08-13 author: "Malin Gaertig" canonical: https://marksuite.ai/insights/amazon-shopee-lazada-marketplace-ai-visibility categories: ["Market data"] publisher: MARK (https://marksuite.ai) --- # If you sell on Amazon, Shopee or Lazada, your AI visibility has already been configured for you. *Agentic commerce — 2026-08-13* This is the second in a series unpacking the different types of agents shaping how and whether brands get chosen. Closed marketplaces remove almost all brand control. Amazon, Shopee and Lazada have each made a different bet, and sellers influence none of it. If you sell on Amazon, Shopee or Lazada, your AI visibility has already been configured for you. This is the second in a short series unpacking the different types of agents shaping how and whether brands get chosen. The first post looked at ChatGPT, Gemini, Claude and Perplexity, apps where a brand at least has some control over whether and how it shows up. Closed marketplaces remove that control almost entirely. The platform's strategy becomes your strategy, whether you have a say in it or not. Amazon has gone all in on keeping everything in-house. In May 2026 it retired Rufus and folded it into Alexa for Shopping, a single assistant that now sits by default in the main search bar for every signed-in US customer, no Prime or Echo required. It draws on purchase history, reviews, inventory and delivery data no outside AI tool can access. Amazon is actively fighting to keep it that way. It sued Perplexity's Comet browser for shopping its site without permission, won an injunction, then lost it on appeal this month. The posture is consistent since Amazon wants the entire shopping conversation to happen on Amazon's own surfaces and is prepared to litigate to protect that. Shopee is doing the opposite of Amazon's instinct and doing it twice over. In February 2026 its parent Sea signed an agreement with Google to build an agentic shopping prototype across Shopee, alongside a parallel pilot on Google's payments protocol for its finance arm. Four months later, in June, Sea struck a separate deal with OpenAI so a dedicated Shopee app now lives inside ChatGPT itself, across eight markets spanning Southeast Asia and Brazil. Someone can ask ChatGPT for gift ideas and get Shopee recommendations, then get handed back to Shopee to complete the purchase. Rather than build a wall like Amazon, Shopee is placing simultaneous bets with two of the biggest AI players at once, on its own terms, keeping the transaction on its own platform either way. Lazada has taken a related but distinct approach. It built its own assistant, LazzieChat, back in 2023, Southeast Asia's first e-commerce AI chatbot, running on Azure OpenAI underneath but presented entirely as Lazada's own layer. Sellers don't get a separate integration to manage. They show up, or don't, based on how well their listings feed Lazada's own model. Three platforms, three different answers to the same question, and a seller on any of them influences none of it. What matters isn't the feed and protocol work from post one. It's understanding [which bet your marketplace has made](/product/share-of-model), because that decision was never yours to make. ## Key takeaways - Amazon is folding AI shopping into its own surfaces and litigating to keep transactions on-platform; sellers are passengers on its strategy. - Shopee is placing dual bets with Google and OpenAI, keeping the transaction on its own platform while surfacing inside ChatGPT. - Lazada is running its own AI assistant layer; sellers show up based on how well their listings feed Lazada's model. Source: https://marksuite.ai/insights/amazon-shopee-lazada-marketplace-ai-visibility ## See also (related MARK analysis) - [Walmart's checkout inside ChatGPT converted three times worse than its own website. It opened the door to AI agents anyway.](https://marksuite.ai/insights/walmart-amazon-shopee-ai-shopping-agents-retail-profit) - [Just in: What Amazon's ChatGPT Ad Deal Means for Brands Selling Through AI Agents](https://marksuite.ai/insights/amazon-chatgpt-ad-deal-brands-selling-through-ai-agents) - [Just in: What Google's Ad Tech Ruling Means for Brands Betting on Agentic Commerce](https://marksuite.ai/insights/google-ad-tech-ruling-brands-betting-agentic-commerce) - [Just in: What Meta's Muse Launch Means for Brands Selling Through AI Agents](https://marksuite.ai/insights/meta-muse-launch-trust-agentic-commerce) - [Product suite](https://marksuite.ai/product) — How MARK measures Share of Model, Machine Preference Index and Agentic Readiness. - [Framework guides](https://marksuite.ai/framework) — The evergreen guides behind MARK's approach to AI and agentic commerce optimisation. ## About the publisher This analysis is published by MARK (https://marksuite.ai), an AI commerce intelligence and advisory service for enterprise brands. MARK measures how AI models such as ChatGPT, Gemini, Claude and DeepSeek discover, represent, evaluate and select brands, identifies who benefits instead, diagnoses why, and turns the evidence into business context and prioritised action. Written by Malin Gaertig. ## About the author Malin Gaertig is a key person to speak to about Agentic Commerce and how it impacts a company's commercial growth. Malin founded MARK, an AI commerce intelligence and strategic advisory service that combines proprietary technology with 15 years of experience across growth marketing, digital, ecommerce and transformation. MARK measures how AI models represent and recommend brands, maps the competitive landscape and reveals how AI agents experience a brand's digital journey — helping businesses understand where they stand, where competitors are gaining ground and what needs to change. Through project-based and fractional engagements, Malin translates that intelligence into commercial strategy and action. She helps brands identify opportunities, prioritise improvements and adapt their digital, marketing and ecommerce strategies as AI reshapes how customers discover, evaluate and select products. MARK provides the intelligence. Malin brings the interpretation and strategic direction. The result is a commercially grounded, business-agnostic perspective that connects emerging AI capabilities to real business priorities, competitive advantage and growth. Related MARK pages: https://marksuite.ai/score (AI Commerce Benchmark), https://marksuite.ai/product (AI commerce intelligence and measurement), https://marksuite.ai/framework (framework guides). Cite as: MARK — https://marksuite.ai