# Ulta Is Betting Open Standards Can Beat Amazon at AI Shopping

- slug: ulta-is-betting-open-standards-can-beat-amazon-at-ai-shopping
- date: 2026-04-22
- category: Agentics

Ulta is running the first live test of whether open-standard AI shopping can challenge Amazon. The precedent is not encouraging: Walmart tried something similar one month ago and conversion rates ran three times lower than its own website.

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