Shopify will let Meta’s Muse AI agent complete purchases at eligible stores, with Shop Pay as a checkout option; Amazon has blocked Muse and other shopping tools, and asked Meta to remove Amazon from Muse. Shopify shares rose more than 5% on Sept. 22.
Amazon said third-party apps should respect a retailer’s choice not to participate, and it has also blocked ChatGPT, Gemini and Perplexity’s Comet. The article cites Amazon’s $68.6 billion advertising business as a commercial stake, since outside agents could reduce shoppers’ exposure to sponsored placements. Amazon also offers Alexa for Shopping, combining Alexa+ and Rufus; it said Rufus helped deliver nearly $12 billion in incremental annualized sales in 2025.
In August, a Ninth Circuit appeals court overturned Amazon’s injunction against Perplexity, ruling that Comet users were accessing Amazon’s site rather than Perplexity itself.
