Amazon India and Flipkart are optimizing selected product listings to enhance visibility on AI chatbots like ChatGPT and Google Gemini. Amazon has initiated a "ChatGPT-focused search optimization" pilot post-Diwali sale, while Flipkart is collaborating with generative engine optimization firms to refine its listings. An industry expert highlighted this as a foundational step towards "agentic commerce." The growing reliance on chatbots for shopping underscores the need for e-commerce platforms to adapt rapidly.