Amazon Blocks Meta’s Muse AI Shopping Feature Amid Rising Tensions

Meta recently launched Muse, a new personal AI assistant designed to help with everyday tasks like booking appointments, managing emails, and even shopping online. The app quickly became popular, topping free app charts in the US with over 900,000 downloads in just six days.

But not everyone is happy about Muse’s shopping abilities. Amazon, one of the biggest online retailers, has blocked Muse from making purchases on its site. Starting on the night of September 20, 2026, people trying to shop on Amazon using Muse saw a message warning that the AI agent was not authorised to access the site and that continued use would violate Amazon’s terms of service.

Amazon says it asked Meta to remove its retail site from Muse’s shopping options, but Meta declined. The retailer’s main concern is that Muse operates without Amazon’s permission, doesn’t clearly identify itself while browsing, and appears to handle customer login details in ways Amazon finds risky. Amazon’s rules require automated shopping tools to be open about their presence and respect the retailer’s decisions about participation.

This move highlights a growing debate about who controls the online shopping experience when AI agents act on behalf of customers. Amazon wants to keep control of its relationship with shoppers and has previously taken legal steps to block other AI tools from using its site without permission.

Meta, meanwhile, is pushing ahead with Muse, hoping it will become a widely used personal assistant. The company emphasises Muse’s privacy and security features, saying it stores user credentials securely and asks for approval before making purchases.

The standoff shows the challenges new AI tools face when they try to interact with established online services. While Muse is gaining attention, it will have to navigate these conflicts as it grows.