Impact of Artificial Intelligence on Consumer Buying Behaviour in E-Commerce Platform: A Study on Amazon

This study examines the impact of Artificial Intelligence (AI) on consumer buying behaviour in e-commerce platforms with special reference to Amazon. The rapid integration of AI technologies such as personalized recommendation systems, chatbots, and targeted advertising has significantly transformed the online shopping experience. The research is based on primary data collected through a structured questionnaire from Amazon users. The analysis reveals that AI plays a crucial role in influencing consumer purchase decisions by enhancing convenience, improving product discovery, and increasing customer satisfaction. Personalized recommendations are found to be a key factor driving purchase intention. However, issues related to data privacy and trust continue to affect consumer perception. The study concludes that AI is a powerful tool in shaping modern consumer behaviour and provides valuable insights for improving customer engagement strategies in e-commerce platforms.