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Amazon · AI agents1 min read

Amazon says AI agents don't hurt its ads, yet it blocked Muse

Amazon's CEO says AI shopping agents don't hurt its ad business, yet Amazon blocked Muse. Here is what that means if you use an AI helper to shop.

By the Dashline deskSource: Inc.
Amazon says AI agents don't hurt its ads, yet it blocked Muse
Photo: Inc.

Amazon's latest earnings did not impress investors, and CEO Andy Jassy's answer about AI agents may be part of the reason, according to Inc. Jassy said AI agents do not hurt Amazon's ad business. Amazon also blocked Muse, which sits oddly beside that message.

What changed

An AI agent is a tool that does tasks for you, such as comparing prices or shopping for you. Amazon earns money from ads placed in front of shoppers. If a program does the browsing, a person may never see those ads. That is why Jassy's comment drew attention. Blocking Muse seems to point the other way.

The material available does not say what Muse is, how Amazon blocked it, or why. It also gives no earnings figures. Whether the block and Jassy's comment are truly at odds is not yet clear.

What it means for you

If you use an AI helper to shop or compare prices, big sites like Amazon may block it. A tool that works well on one store may not work on another.

  • Do not count on an AI shopping helper working everywhere.
  • Check prices on the store's own site before you buy.
  • Expect the rules for these tools to keep shifting.

What happens next

Amazon has not explained, in the material available, how it will treat AI agents going forward. Watch for whether it blocks more of them.

The takeaway

AI shopping helpers may be blocked on big sites like Amazon, so confirm prices on the store itself.

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