Amazon blocks Meta's Muse AI agent from shopping on its platform

Amazon has blocked Meta's artificial intelligence agent, Muse, from conducting online shopping transactions on its website. The restriction took effect on Sunday evening, preventing the automated tool from accessing Amazon's services for purchasing goods. Users who attempt to use Muse for shopping on the platform now encounter multiple pop-up messages. These notifications state that the use of the agent violates the company's terms of service. The blockage prevents the agent from completing orders or interacting with the shopping interface as intended.

Amazon cited data protection and security concerns as the primary reasons for the ban. A company spokesperson told Bloomberg that third-party applications acting on behalf of customers must identify themselves openly. The spokesperson argued that such tools should respect the decision of each provider regarding participation in their offerings. Amazon compared this requirement to food delivery services that order with restaurant consent or online travel agencies that work with airlines. Geekwire reported that Amazon also raised specific security issues. The company stated that Meta did not disclose the agent's access methods. Amazon claimed the agent did not identify itself while browsing and attempted to store login credentials.

Meta maintains that Muse does not have access to user passwords or payment methods. The company stated that the agent requires broad access to personal data for its functions. Muse was introduced at the beginning of the month. It is designed to perform various tasks for users, including answering emails, booking appointments, and assisting with shopping. The agent operates by interacting with digital services on behalf of the user to complete these tasks.

The core of the dispute involves control over the customer relationship. Amazon generates significant revenue from advertising and sponsored products. An automated agent typically bypasses these promotional elements. Features such as impulse buy prompts, product recommendations, and Prime offers are skipped by the bot. Amazon also relies on search history to gain insights into consumer behavior. When an AI agent conducts a shopping tour, this data shifts to the agent's provider. Amazon has its own automated shopping tools, including Alexa for Shopping, which was launched in May. This tool can search for products and provide purchase recommendations. Amazon also offers a feature called Buy for Me, which can find and order items from third-party brand shops. Amazon emphasizes that Buy for Me identifies itself openly to shops, which can then decline participation.

Amazon previously sued the AI startup Perplexity last year. The company alleged that Perplexity failed to remove its AI agents after a request and concealed their use. A US court ruled in Amazon's favor in March at the first instance. Perplexity appealed the decision. In August, another court lifted an injunction against Perplexity. The AI agents are currently allowed to shop on Amazon, but Amazon is reviewing further legal steps. This case is considered a significant precedent for future rules governing AI agents that shop independently on the internet.