IBS Software has launched a modern retailing platform built in partnership with Amazon Web Services designed to propel airlines into the modern digital age of ecommerce.

The technology developer claims that iRetail is a pioneering “AI-first” retailing platform developed specifically for airlines.

It’s launch is part of a multi-year strategic collaboration agreement (SCA) with AWS, the data arm of the online retailing giant, to accelerate the modernisation of airline retailing.

The collaboration combines IBS Software’s expertise in travel technology and airline commerce with AWS’s global cloud and AI capabilities.

IBS said this will “scale and advance innovation in this space” iRetail having been “built from the ground up as an AI-first, modular, and cloud-native platform”.

It has been developed to support the full Offer–Order–Settle–Deliver (OOSD) value chain that is seen as the future of airline retailing.

Somit Goyal, chief executive of IBS Software, said: “This is an incredibly exciting period and this collaboration marks an important step forward for airline retailing, together with AWS, we’re helping airlines move towards a digital, intelligent, and customer-centric model of commerce.

“This is not about layering AI on top of legacy systems; it’s about weaving intelligence deep into the core of airline retailing across the Offer, Order, Settle, Deliver journey – we’re setting new benchmarks for agentic innovation and helping airlines deliver smarter retail experiences.”

The iRetail platform uses AI to evolve with traveller behaviour supporting airlines in wanting to provide a more personalised curated service.

IBS said it “powers self-curating product catalogues, real-time intent aware offers, autonomous product-agnostic orders, seamless self-regulating settlement and intuitive service delivery”.

The firm added: “Today, many airlines struggle with fragmented legacy systems that limit innovation and hinder connected and personalised experiences.

“iRetail addresses these challenges by providing a unified, data-driven foundation that modernises retail operations end to end, helping airlines innovate faster, operate more efficiently, and maintain control of their technology roadmap – while preparing for the next generation of agentic AI.”

In partnership with AWS, IBS Software will develop and scale iRetail globally, using Amazon’s IT infrastructure to deploy workloads across regions and support airline operations with 99.99% availability.

AWS will provide architectural guidance, solution development support, and technical resources to accelerate iRetail’s design, deployment, and scalability.

IBS Software and AWS will also establish a joint research and development roadmap aimed at transforming the customer journey by unlocking numerous new AI-first value streams by 2027, through IBS Software’s AI & Data Centre of Excellence.

Chris Branagan, chief technology officer, said: “iRetail represents the culmination of deep co-engineering between IBS Software and AWS. It’s designed to operate in an agentic world where AI is not a feature, but the foundation of every decision – orchestrating offers, personalising every interaction, and continuously learning from data to maximise airline revenue and customer satisfaction.”

“At AWS, our partners drive innovation that transforms industries,” added Chris Casey, director of AWS partnerships, Asia Pacific and Japan.

“Through this Strategic Collaboration Agreement with IBS Software, we’re combining AWS’s cloud and AI capabilities with deep industry expertise to build and scale new retailing capabilities for airlines worldwide.

“With AWS providing architectural guidance, technical resources, and scalable infrastructure, this collaboration will help airlines modernise faster and deliver the personalised experiences travellers expect.”

Massimo Morin, global head of travel, AWS said: “The travel industry is entering a new era where data, AI, and cloud technologies are redefining how airlines engage with customers.

“Together with IBS Software, we’re helping airlines move from traditional retailing to intelligent, data-driven platforms that adapt in real time.

“By leveraging AWS AI services and our global infrastructure, we’re enabling faster innovation, greater agility, and a foundation for the next generation of airline retailing.”