Microsoft Arms Copilot With New AI Shopping Tools in Edge, Taking On Google, OpenAI and Perplexity

Microsoft has officially jumped into the AI shopping race, rolling out a fresh set of shopping-focused features inside Copilot for the Edge browser. With Google, OpenAI, and Perplexity already pushing hard to turn their AI models into holiday shopping assistants, Microsoft clearly doesn’t want to be left behind—and this update is its most aggressive move yet.

Here’s the thing: Copilot in Edge already supported tools like price history, comparisons, and cashback. But now, Microsoft is turning it into a full-fledged shopping sidekick that can warn you if the product you’re about to buy is cheaper somewhere else or if another retailer is offering cashback you’d otherwise miss.

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What’s new inside Edge

Roger Capriotti, who heads product and growth for Edge, Search, and Mobile, explained that users in the US can now access a mix of old and new Copilot shopping features. When browsing a supported retailer’s website, clicking the Copilot icon opens options to view price trends, compare similar products, track price drops, and get detailed insights.

All of this works through normal browsing or simple natural-language prompts. If you want a quick breakdown of whether a laptop is a good deal or what alternatives exist, Copilot handles the legwork.

The standout feature

The most interesting addition is the proactive alert system. If you have several shopping tabs open—maybe comparing sneakers or checking out gadgets—and you move to make a purchase, Copilot will automatically notify you if the same product is available cheaper on another site or if cashback is being offered somewhere else. It’s basically a built-in “don’t waste your money” safeguard.

Like Google’s AirDrop-style sharing and Perplexity’s new shopping interface, this too is US-only for now. Meanwhile, OpenAI’s Shopping Research remains the only globally available AI shopping tool.

Why every AI company suddenly cares about shopping

Holiday season sales are at their peak, and AI-led commerce has emerged as an arena of fierce competition. When users rely on an AI platform for searching, comparing, and ultimately purchasing products, that platform stands to benefit.

- deeper engagement

- valuable insight into purchasing behaviour

- the foundation for new revenue models later

Once an AI assistant becomes part of someone's shopping routine, it's incredibly hard to switch away—and that stickiness is exactly what every major AI company is chasing.

With this update, Microsoft is making it clear: Copilot isn’t just a productivity tool. It wants a piece of the shopping pie too.

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