Amazon in Talks to Buy AI Startup Decart for About $7 Billion

Amazon is in talks to acquire AI software startup Decart for around $7 billion, according to The Wall Street Journal. The reported negotiations would put one of the sector's better-funded software firms inside the cloud and retail giant.

The talks are not the only AI deal activity attributed to major technology companies. Nvidia signed a $6 billion licensing agreement with coding AI startup Poolside that includes hiring most of the company's engineers, and Nvidia is also weighing further investment in, or an acquisition of, open-source AI model startup Reflection AI.

Salesforce recently agreed to acquire AI customer research startup Listen Labs, with the previously discussed price at about $2 billion, though terms were not disclosed. Separately, AI customer service agent startup Decagon has held early acquisition talks with companies including ServiceNow, Business Insider reported.

Earlier deals in the same sector

Nvidia announced in September that it would acquire open-source AI model repository Hugging Face for $12.93 billion, and it had already invested $800 million in Reflection AI. Reflection AI was founded in 2024 by former Google DeepMind researchers Misha Laskin and Ioannis Antonoglou and released its first open-weight model, Beam, on the 5th.

Decart's own ties to Amazon date to 2025, when the startup secured access to Amazon's Trainium chips. Decagon, founded in July 2023, was valued at $4.5 billion in an investment round earlier this year. Salesforce acquired AI customer agent startup Fin for $3.6 billion in June.