Amazon is selling its AI shopping technology to other retailers. CNBC reported on Tuesday that Amazon will provide the retail industry with a package of the technology architecture used for “Alexa for Shopping,” starter code and operating experience.

The service Amazon provides is designed to help retailers build AI shopping tools tailored to their own online stores, product catalogues and brands. Amazon said retailers can use it to launch their own services within 60 days.

The move is part of Amazon’s strategy of selling internal technology as external services.

Amazon took the same approach with Amazon Web Services (AWS), launched 20 years ago, and later offered cashierless payment, logistics warehouse and supply chain technology as external services.

Earlier this month, Amazon changed the name of its e-commerce chatbot from “Rufus” to “Alexa for Shopping” and made it the default for its search queries.

The service will be provided through AWS. Amazon believes this approach can reduce concerns among retailers worried about data sharing.

Amazon has already secured Kate Spade, a luxury fashion brand under Tapestry, as a customer. Kate Spade used the service to launch a gift assistant. Other retailers are currently testing it.

Amazon has been reluctant to cooperate with competing AI platforms. Instead, it has focused on developing internal tools such as “Alexa for Shopping” and has blocked external agents from scraping its site.

Amazon stressed that retailers should build AI tools themselves rather than hand control of the shopping experience to external intermediaries. It said retailers have deep knowledge of their products, customers and categories, which makes it difficult for general-purpose AI to keep up.