Amazon blocking Muse is an early battle in a much bigger standoff between merchants and agent builders.
Amazon started blocking agents in July 2025 and has sued Perplexity. It makes sense: agentic traffic either appears anonymous (disintermediating customer discovery, loyalty, retargeting, and up-sell) or as a human (increasing dispute and fraud risk).
Consumer trust in agents is emerging faster than anticipated. Instinct reported that users who make purchases through its agent spend an average of $1,300 a month. Meta holds immense context on consumer preferences and can deliver highly personalized shopping experiences.
Computer use agents also bridge the merchant readiness gap. They can navigate UI and checkout pages built for humans, without waiting for every merchant to adopt agentic protocols or open up APIs.
Merchants and commerce platforms face the same trade-off: how much access should agents get, and on what terms? The economics of losing the customer interface are substantial, and merchants currently bear the loss of disputed transactions.
If agents bypass ads, agent platforms may become the next distribution gatekeepers, charging merchants for access to consumer demand. Platforms like Amazon can hold out, but smaller players will have less leverage to turn away agents.
Blocking outright also creates hazardous incentives: agents that identify themselves get rejected; agents that impersonate a human get through. This creates a cat and mouse game where agent builders conceal agent identity and merchants escalate detection.
Agentic commerce needs identity for both sides to benefit: verified agents should be able to access more of the web. Merchants should be able to detect an agent, identify who it represents and what it is authorized to do, attribute traffic, recognize returning customers and apply appropriate fraud controls.
Identity won’t settle every argument about distribution and economics, but it gives both sides the foundation to negotiate access and a reason to transact openly.
This will be a bigger battle than anyone anticipates. It is only a matter of time before there is an Apple and Google version of Muse and possibly TikTok, in addition to the frontier LLM agents. Maybe a commerce agent from Amazon.
Every app that is a services, marketplace or commerce app will need to existentially decide to open APIs for consumer agents to interact. Smaller players have no choice. Ad revenues are more than transaction fees, either the consumer benefits or distribution aggregators will demand a higher transaction fare.
I know I don't want an agent for each app. I would like my agent to be able to do tasks I require. We can already see consumers getting trained on that behavior by the frontier labs.
Those with network moats - restaurants, groceries, drivers might be able to withstand for a while, over time convenience and end user experience will win and they will have to align. Content moats (protected by copyright) could decide to allow agents or chose to hold on to the consumer interaction. I suspect other than the feeling of a lack of control, it won't change their economics.
Commoditized back ends will need to worry, insurance, tickets, hotels, services - if they don't adapt new players will.