Meta says more than 10 million people in the US and Canada set up its Muse AI agent in about six weeks, while AWS sells stores a base for their own shopping helpers.
Meta says more than 10 million people in the United States and Canada set up Muse, its new personal AI agent, in the first month and a half after it launched in September 2026. Meta gave the number to The Wall Street Journal. Separately, Amazon Web Services (AWS) is selling stores a starter kit for building their own AI shopping assistants.
Muse is a personal AI agent. Meta also describes it as an animated shopper. Besides shopping, it can handle tasks such as booking travel and making budgets.
The 10 million figure counts setups during that period. It is not a count of daily users, and it is not a count of purchases. Meta's number does not say how many people kept using Muse or bought anything through it.
On May 27, 2026, AWS announced the Agentic Shopping Assistant on AWS. It is a technical foundation that a retailer can adapt to its own products, customers, online store, expertise and brand voice.
Amazon describes a guided rollout of roughly 60 days.
Amazon points to the Kate Spade AI Gift Concierge as a shopper-facing use of this foundation. Amazon says it runs on Anthropic's Haiku 4.5 model and Amazon Bedrock, which is Amazon's service for building with AI models. The team tested it for roughly two and a half months before customers could use it.
Amazon also runs its own helper, Alexa for Shopping, which brings together Rufus and Alexa+. The company said more than 300 million customers used it in the prior year. It attributed nearly $12 billion in incremental sales to its AI shopping assistant.
The two stories describe different things. Muse is an assistant that belongs to the shopper. The AWS offer is for businesses that want a branded assistant on their own site. Shoppers may meet both kinds. Store owners now have a ready-made base instead of starting from scratch.
Earlier reports said Amazon blocked Muse and a Resy reservation test. That is a question about access to platforms, and it is separate from how many people set Muse up.
AI shopping helpers are arriving from two directions: personal agents like Muse, and branded assistants that stores can now build on AWS.
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