As part of the company's AI strategy, Amazon in August struck a deal with AI startup Covariant. Amazon hired the startup's founders and licensed its models that help robots handle a wider range of physical objects. Amazon is also developing a bipedal robot called Digit that can grasp and handle items in a humanoid way.

CNBC saw a row of 20 robotic "Robin" arms that use computer vision to determine how much pressure to use when picking up various package shapes and sizes. Amazon said generative AI teaches the arms how to handle products they've never seen before based on data from similar products in Amazon's vast catalog.