# Amazon CEO Andy Jassy Dismisses AI Shopping Agents as Ineffective Jassy remains confident in direct retail despite the rise of third-party AI assistants. - **Source:** [Latest from TechRadar](https://www.techradar.com/feeds.xml) - **Published:** 2026-10-30 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/2f8efb50-22e6-4c46-b1cf-b77ba252b470 ## Strategic Stance on AI Amazon CEO Andy Jassy publicly dismissed external AI shopping agents, specifically citing Meta’s Muse, as currently ineffective. He argued that these tools do not yet provide a superior or more convenient experience compared to visiting a retailer directly. Consequently, Amazon remains unconcerned about these bots rendering their primary ecommerce site obsolete. ## Blocking Meta's Muse In September 2026, Amazon officially blocked Meta’s AI assistant, Muse, from accessing its online store. The company justified this move by claiming that such automated scraping violates the established conditions of use agreed upon by customers. This decision highlights Amazon's firm commitment to controlling data flow and user interaction on its platform. ## Market Adoption Discrepancies While Jassy claims few customers utilize external shopping agents, Meta reports significant traction for Muse. Mark Zuckerberg stated that over 10 million users across the US and Canada have adopted the tool. Muse even surpassed ChatGPT as the top free application on the Apple App Store shortly after its September 2026 launch. ## Security and Data Concerns Beyond performance issues, Muse faces scrutiny regarding user safety and privacy. A security researcher identified a zero-day vulnerability that could grant attackers access to sensitive apps like WhatsApp or email. Furthermore, data from Surfshark identified Muse as the most data-hungry chatbot, significantly outperforming competitors in the volume of data harvested from users. ## Retailer Integration Landscape Meta has successfully secured partnerships with major retailers including Walmart, Best Buy, and Shopify to integrate Muse into their shopping ecosystems. Amazon remains a notable outlier, refusing to join this group. This exclusion forces Meta’s AI to navigate around Amazon's restrictions rather than operating through a formal, authorized data-sharing partnership. ## Protecting Revenue Streams Amazon’s resistance to third-party agents is rooted in its business model, which relies on direct website traffic. By keeping shoppers on their own platform, Amazon maximizes exposure to advertisements and personalized product suggestions. These touchpoints are critical for generating the company's highest returns, which external AI agents would effectively bypass. ## Alexa's Continued Dominance Jassy highlighted the internal success of Alexa, noting that over 400 million customers used it for shopping in the past year. Customer interactions grew by 570% year over year, demonstrating strong internal engagement. Additionally, US customers using Alexa spent 50% more per order compared to those who do not utilize the voice assistant. ## Future Platform Trajectory The significant spending increase among Alexa users suggests that Amazon will likely expand its proprietary AI capabilities in the coming months. By prioritizing its own ecosystem over external agents, Amazon aims to maintain its competitive advantage. The company is clearly betting on its own integrated tools to drive future growth and retention. ## Sources covering this story - https://www.techradar.com/pro/amazon-ceo-andy-jassy-says-he-isnt-worried-about-still-not-great-shopping-agents-and-bots-rendering-the-site-useless — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._