That's a challenge for brands — maybe the biggest in two decades. If you say, "Alexa, order me paper towels," the voice assistant defaults to a suggestion based on your past Amazon purchases. But if you've never ordered paper towels, Alexa will recommend one or two Amazon Prime products through an algorithm. So if you say, "Alexa, order me batteries," you're more likely to get Amazon batteries than Duracell or Energizer. General Mills, for example, wants shoppers to say, "Alexa, order me Cheerios," instead of "Order me cereal."

Source: CNN May 10, 2018 15:22 UTC