What happened
Amazon India and Flipkart are piloting optimization of their product listings in select categories to improve visibility on large language model (LLM) chatbots such as ChatGPT. Flipkart is also exploring generative engine optimization (GEO) services through third-party firms. This initiative aims to enhance product search and discovery via AI-driven tools.
Why it matters
- Optimizing listings for LLM chatbots prepares e-commerce platforms for emerging AI-based shopping trends.
- Enhanced visibility on AI chatbots can make product information more accessible and relevant to customers.
- Other e-commerce and quick commerce firms are expected to adopt similar strategies as consumer use of LLM search grows.
Key facts
- 1. The optimization efforts by Amazon India and Flipkart are currently in pilot phases for some product categories as of November 2025.
- 2. Flipkart is in talks with third-party firms offering generative engine optimization services to support this effort.
- 3. This development follows the National Payments Corporation of Indiaâs integration with ChatGPT in October 2025, enabling direct shopping and UPI payments via AI chatbots.
