I understand the first line of thinking that
$AMZN doesn't like
$META's Muse to shop around, and people starting to use AI agents as the entry point for commerce, but this is the future.
I don't believe
$AMZN has a chance of having its own world-dominant personal AI assistant that people would fully transition to. Best case is
$AMZN has an endpoint or their own agent that Muse and other personal agents talk to, and not crawl on their websites.
$AMZN's e-commerce business will still do well in the agentic era (but they have to lean into the agentic era, not go away), but their ad business (the part of it that is related to discovery on their website) will probably be worth a lot less as agents take over.