Microsoft Enters AI Shopping War: New Copilot Features Turn Edge Into a Smart Shopping Assistant

Microsoft has officially entered the growing artificial intelligence (AI) shopping competition, joining major players like Google, OpenAI, and Perplexity. The company has introduced new AI-driven shopping features directly into Copilot within the Microsoft Edge browser. With these updates, users can access existing tools such as Price Tracking, Price History, Cashback, Price Comparison and Product Insights, along with a new exclusive feature that alerts users if the same product is available for a lower price or comes with cashback offers elsewhere.

Roger Capriotti, General Manager of Product Management and Growth for Microsoft Edge, Search and Mobile, announced these updates in a recent blog post. Microsoft becomes the fourth company to launch AI-shopping features this holiday season, aiming to boost user engagement.

Currently, these Copilot shopping features are available only in the US, similar to Google and Perplexity’s offerings. OpenAI remains the only company offering a globally available AI Shopping Research tool.

To use these new features, users must visit a supported retailer website and click the Copilot icon in the browser. From there, they can compare products, check price history, get product insights, or set price alerts—all through Copilot Mode. Users can also ask detailed queries using natural language prompts.

Microsoft has also launched a new smart shopping feature. When users have multiple e-commerce tabs open and attempt to make a purchase, Copilot will automatically notify them if a better deal or cashback offer is available on another website. This feature is also limited to the US for now.

It’s clear that all major AI companies are targeting the holiday shopping season. AI-led commerce is quickly becoming a powerful tool for product discovery, recommendations and checkout experiences. By encouraging users to shop through AI platforms, companies gain valuable insight into buying behavior, which helps them deliver more personalized experiences and opens new revenue opportunities over time.