Amazon Blocks Meta's Muse Shopping Agent as Walmart and Shopify Partner With Rival

Amazon faces rising competition from Meta's AI shopping assistant, Muse, which has drawn over 10 million users across the U.S. and Canada in its first six weeks. While Amazon blocked Muse from completing direct purchases on its marketplace due to security concerns, competitors Walmart and Shopify partnered with Meta to support agentic commerce integrations. The autonomous shopping tool poses a potential threat to Amazon's core retail traffic and its nearly $70 billion digital advertising business, though CEO Andy Jassy highlighted that proprietary tool Alexa for Shopping engaged over 400 million users over the past year.