By blocking Meta’s Muse agent and taking Perplexity to court, Amazon is seeking to retain control over its customer relationships, data and advertising revenue. However, in the USA, the legal framework for agentic commerce remains uncertain: according to law firm Ropes & Gray, courts are so far refusing to equate AI browsing agents with computer hacking.
Better to risk losing sales in the short term than allow a third party to come between Amazon and its customers. On September 21, 2026, Amazon decided to block Meta’s AI shopping agent, Muse, from its e-commerce platform. Launched in early September in the US, Muse can search for products and make purchases on behalf of users. Amazon accuses Meta of failing to notify that the agent was accessing its website and of not obtaining its authorisation. According to the group, Muse does not identify i
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Article authors
Sophie Baqué
Chief Editor of mind Retail