Jassy: Third-party AI Shopping Agents Still Fall Short

WHO:

Fortune - Andy Jassy is Amazon’s chief executive.

Fortune - Mark Zuckerberg is Meta’s chief executive.

Fortune - Meta’s Muse is an AI shopping assistant; Amazon also offers its own shopping agent, “Alexa for shopping.”

Techmeme - Sebastian Herrera of Fortune reported on Jassy’s remarks during Amazon’s earnings call.

WHAT:

Fortune - Jassy told investors that outside shopping agents were “still not great, nor more convenient than coming to a retailer directly,” and said few customers were buying through them.

Fortune - Amazon said Muse’s access to its online store violated the conditions of use customers had agreed to. Amazon has not joined Muse partners Shopify, Walmart, and Best Buy.

Fortune - Jassy said outside agents did not cause Amazon’s weaker-than-expected advertising performance during its third quarter.

Fortune - Jassy said more than 400 million customers had used Alexa for shopping in the past year; customer interactions grew 570% year over year.

Fortune - U.S. customers using Amazon’s shopping agent spend 50% more per order than customers who do not use it.

Fortune - Zuckerberg said more than 10 million people in the U.S. and Canada had set up Muse, and that shopping was its most common use case. More than a quarter of users engaged in shopping, with the average purchase size exceeding $200.

Fortune - Muse quickly became the top free app on Apple’s App Store, surpassing ChatGPT.

WHERE:

Fortune - Amazon’s online store is the platform Muse was blocked from accessing; Muse users cited in the article include people in the U.S. and Canada.

WHY:

Fortune - Muse could threaten Amazon by bypassing customers’ usual visits to Amazon’s website or app and the advertisements that are a key profit driver.

HOW:

Fortune - Muse can connect to calendars, emails, and other phone functions to perform tasks autonomously for users.

Fortune - Zuckerberg said Meta would work with partners “on the terms that makes sense for them,” adding, “Obviously, not everyone wants to be an early adopter. That’s fine.”

(UPDATED October 30, 2026 10:02 UTC)

Amazon says outside shopping agents remain ineffective, while blocking Meta’s Muse from its store. Amazon says over 400 million customers used Alexa for shopping last year, with interactions surging. Meta says over 10 million people set up Muse, where shopping is the leading use.