Amazon CEO Andy Jassy dismisses AI shopping agents as 'not great' amid Meta's Muse challenge

Amazon CEO Dismisses AI Shopping Agents as Competitive Threat

Andy Jassy, CEO of Amazon, dismissed concerns about AI shopping agents disrupting the e-commerce landscape during a recent earnings call with analysts. Speaking after the company posted record financial results, Jassy stated that AI-powered shopping agents like Meta's Muse remain "not great" and fail to offer more convenience than visiting a retailer directly1

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. The comments reveal Amazon's strategic stance on emerging AI-driven shopping assistants that threaten to bypass traditional e-commerce platforms where advertisements drive significant revenue.

Amazon Blocks Meta's Muse Over Customer Use Agreements

In September 2026, Amazon blocked Meta's Muse from accessing its online store, citing violations of customer use agreements1

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. The decision highlights Amazon's resistance to AI shopping agents that could undermine its e-commerce dominance by redirecting customers away from its platform. Meta has successfully partnered with Walmart, Best Buy, and Shopify to integrate Muse, but Amazon remains notably absent from this group1

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. The move protects Amazon's advertising revenue model, which depends on human shoppers viewing suggested products and sponsored content directly on the website.

Meta's Muse Gains Rapid Customer Adoption Despite Security Concerns

Despite Jassy's dismissive stance, Meta's Muse has achieved remarkable customer adoption since its September 2026 launch. Meta CEO Mark Zuckerberg revealed that more than 10 million people across the US and Canada had set up Muse, which quickly unseated ChatGPT as the top free app on Apple's App Store1

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. More than a quarter of Muse users engage in shopping activities, with average purchase sizes exceeding $2002

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. However, security researchers identified a worrying zero-day vulnerability allowing attackers to access users' apps like WhatsApp and email1

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. Data from Surfshark also flagged Muse as the most aggressive platform for data harvesting, outperforming all competitors1

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Amazon Doubles Down on Alexa Shopping Service

While downplaying external AI-powered shopping agents, Jassy emphasized Amazon's own Alexa shopping service as the preferred path forward. He revealed that more than 400 million customers have used Alexa for shopping in the last year, with customer interactions growing 570% year over year1

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. US customers using Alexa spend 50% more per order than those who do not use the service, signaling potential expansion plans1

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. Jassy also clarified that outside agents were not responsible for Amazon's weaker-than-expected advertising performance during the third quarter2

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. Watch how Amazon balances protecting its advertising-driven business model against evolving consumer preferences for autonomous AI-driven shopping assistants that promise convenience and time savings.