Muse News

by @tabber

NOV 2, 2026

Muse threatens Amazon's ad business as Jassy shrugs off agents

Muse could undercut the ads that power Amazon's retail profits by buying products without a human ever browsing. Jassy says the threat is overblown — for now.

Reported byThe Wall Street Journal (opens the original story)

In this brief: 3 sections 2 min read
    • • Muse finds and buys products on its own, so shoppers never see sponsored listings.
    • • Amazon made nearly $70B in ad revenue last year, much of it from sponsored placements.
    • • If agents pick what to buy, brands may stop paying for ads that no longer sway buyers.
    • • Jassy: 'few customers are doing much shopping this way yet, as the experience is still not great.'
    • • Alexa for Shopping has been used by 400M+ people in 12 months, with interactions up 570%.
    • • Jassy said Amazon expects ad growth in the high teens this holiday quarter.
    • • Amazon blocked Muse on Sept 20, citing safety and unidentified browsing.
    • • JPMorgan: Muse 'has the potential to become the most widely used consumer AI application since ChatGPT.'
    • • Paul Graham called the ban the first opening for an Amazon competitor since its founding.
Read full analysis on wsj.com ↗
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