Shopify backs Muse as Meta stock posts biggest gain since April 2025
Amazon has blocked Meta’s new agentic personal assistant Muse from making purchases on its site, the Wall Street Journal reported. When users direct Muse to shop on Amazon, the platform returns the message: “Continued access by an unauthorized AI agent violates Amazon’s Conditions of Use, to which our customers have agreed.”
GeekWire’s Todd Bishop first flagged the block on Sunday, reporting that Meta never got permission for the assistant to shop on Amazon.
The block runs alongside a separate legal fight. Amazon is already waging a legal battle for the right to keep Perplexity shopping agents out, the Journal reported.
The Journal framed the episode as a reminder that “there’s a difference between what AI agents can technically do and what real-world conditions permit.” Amazon, the paper noted, “isn’t eager to loosen its direct relationship with customers—or to undermine its soaring, human-facing ad business.”
Shopify is choosing the opposite path. Chief Executive Tobias Lütke said Monday that the e-commerce platform would let Muse complete checkouts, calling the move “offering people an easy and delightful way to shop and check out.” The endorsement comes as Meta has positioned Muse as an agentic personal assistant.
Investors responded. Meta stock climbed 11% on Monday — its biggest one-day gain since April 2025 and its highest close since October — following a weekend of positive reviews for Muse on social media, the Journal’s Meghan Bobrowsky reported.
The market reaction also reflected analyst estimates of what the product could be worth. Truist analyst Youssef Squali wrote in a research note that Muse could generate an additional $28.5 billion for Meta by 2030 as heavy users adopt paid tiers. He called it the company’s “clearest attempt yet to build a non-ad revenue stream.”
Whether Muse can complete purchases on any given site remains a decision for that site’s operator — and Amazon has decided against it.