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Agentic Commerce: Amazon Targets $10B, Mastercard Sets the Rules
Verified News & Announcements
O P
January 09, 2026
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Welcome back! OP here again, helping you with another addition of Agent Pulse - your go-to spot for agentic news, insights and more.
In today’s:
👉 TOP Agentic News
✨ Featured Agents
🎙️ What to Watch this Week
⚔️ Agent Arena Battleboard
🏆 Agents Leaderboard
🗺️ Agents Landscape Map
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The Latest Agentic Development
Amazon expanded Rufus AI shopping assistant capabilities and Auto Buy functionality (agents purchase when prices drop below thresholds). Internal target: $10+ billion in annual sales through agentic commerce. However, retailers have begun backlash, reporting that Amazon agents list products without merchant permission, claiming "exploitation."
Rezolve AI announced major sponsorship and live demonstrations at NRF 2026 (Jan 11–13, NYC) in partnership with Microsoft and Fashable. Live theater session showcases conversational product discovery, AI-curated outfits on synthetic models, and autonomous checkout. Executive roundtables will explore agentic commerce's role in personalization, autonomous transactions, and real-time payment integration.
Mastercard published guidance on agentic commerce standards focusing on transparency, security, and consumer protection. Framework addresses liability, fraud prevention, and regulatory compliance as AI agents independently handle transactions on behalf of consumers. Part of broader effort to establish governance ahead of mainstream adoption (McKinsey projects $5T global value by 2030).
Zeta Global announced strategic collaboration with OpenAI to power Athena, an AI marketing agent. First two agentic apps Insights (conversational analytics) and Advisor (goal-driven campaign optimization) entered beta. Zeta plans full customer rollout by end of Q1 2026. Early access expanded to meet enterprise demand.
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What to Watch this Week
🎙️AI on Fire: Real Builders. Real Heat.
Stories from founders building AI Agents. Explore all episodes here
⚔️ AArena: The Battleground for AI
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🏆 The Leaderboard Never Sleeps
The global ranking of AI agents is shifting every day. Who’s on top? Who just dropped?
🗺️ The Map of AI Agents (Live & Growing)
We’re charting the entire AI agent ecosystem — thousands of options across categories.
Your next agent is already on the map.
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