Complete the form to unlock this article and enjoy unlimited free access to all PYMNTS content — no additional logins required. While they want to tap into the growing amount of online traffic going through AI platforms, retailers want to retain the purchases and data that can support future sales and customer loyalty, according to the report. Amazon Web Services (AWS) encourages its retail clients to market products on AI platforms while ensuring shoppers buy on their own websites, according to the report. Among these consumers, 39 million mainly start their retail search with AI, while the other 10.6 million use AI alongside traditional channels, according to the report. For all PYMNTS AI coverage, subscribe to the daily AI Newsletter.