# Amazon Prioritizes Alexa for Shopping Over Third-Party AI Agents CEO Andy Jassy positions Alexa as the primary shopping assistant to maintain store control. - **Source:** [The Next Web](https://brifing.si/source/afe24b20-b275-4c19-b9a6-8bb3c8babae7) - **Published:** 2026-10-31 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/51163c88-1359-48c8-882f-ac0d04263b05 ## Strategic Shift in AI Amazon CEO Andy Jassy recently clarified the company's stance on AI shopping agents during the third-quarter earnings call. He explicitly stated that Amazon intends for Alexa for Shopping to remain the primary interface for store transactions. This decision follows the company's recent move to block Meta's Muse agent from its retail site. ## Performance Metrics and Growth Over the past 12 months, Alexa for Shopping reached over 400 million customers, marking a significant scale for the platform. Amazon reported that customer interactions grew by 570% year on year. Furthermore, US customers utilizing the assistant spend 50% more per order compared to those who do not use the tool. ## Competitive Advantage of Data Jassy argued that horizontal agents like Muse lack the deep integration required for an optimal retail experience. Alexa for Shopping already possesses critical user data, including purchase history, shipping addresses, and payment details. This internal knowledge base allows the assistant to provide a more seamless and convenient shopping journey for the end user. ## Expanded Functional Capabilities Amazon has integrated over 100 new capabilities into its shopping assistant to increase utility. Users can now manage shopping lists, edit gift registries, and update delivery instructions directly through the interface. Additionally, the assistant can handle complex queries regarding charges, refunds, and the modification of recurring deliveries to improve overall service efficiency. ## Market Context and Muse Meta's Muse agent has gained traction with over 10 million users across the US and Canada. Meta has secured partnerships with major retailers like Shopify, Walmart, and Best Buy. The rapid adoption of Muse forced Meta to request higher transaction limits from Stripe to accommodate the high volume of AI-driven shopping requests. ## Advertising Revenue Outlook Despite concerns regarding AI competition, Amazon reported that advertising revenue grew 11% during the third quarter. While this figure fell below analyst forecasts, Jassy dismissed the idea that outside agents were the cause. He anticipates that ad growth will return to the high teens during the upcoming holiday quarter as demand increases. ## Analyst Perspectives on Strategy Market analysts, including Justin Post from Bank of America, view the emergence of Muse as a significant test for Amazon's long-term agentic strategy. These experts suggest that the traction of third-party agents will continue to drive questions regarding how Amazon maintains its walled garden while competing with broader, horizontal AI shopping assistants. ## Future of Retail Interaction The tension between Amazon and third-party agents highlights a broader industry shift toward AI-mediated commerce. While Amazon focuses on optimizing its proprietary assistant to drive higher order values, competitors are betting on cross-platform accessibility. The success of these strategies will depend on which model provides the most convenience for the average consumer. ## Sources covering this story - https://thenextweb.com/news/alexa-for-shopping-jassy-ai-shopping-agents-meta-muse — --- _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._