Amazon started showing this popup to anyone shopping with Meta's Muse, and I'd bet more than $50 billion a year in ads had something to do with it.
I think there are two lenses on this.
First, big businesses don't want to be disintermediated from their customers.
Most people will end up interfacing with digital content and information through an assistant. So they'll go to websites a lot less.
A human won't bother with six shopping carts on six different websites. Agents don't care, they'll run 100 carts across 100 websites to get a cheaper price.
If other stores have the same items for less, the agent will just shop there.
Once you're disintermediated, you also can't push as much to the user.
Second, the ads.
Sponsored listings on Amazon[dot]com bring in $80 billion a year, at very high margins.
If people stop visiting the site, nobody would see those ads, and that business would go to zero.
Amazon can afford to push back and say no.
What happened a few days later was the interesting part. Meta announced partnerships with Walmart and a bunch of other retailers.
So now an agent can say, I can't do Amazon, but I found it at Walmart.
Some of Amazon's lost sales will go to other merchants.
Plenty of people will keep going to Amazon[dot]com. But some people will buy things through an agent on their phone now, and those purchases will go wherever the agent can shop.
Amazon can hold the line because they're Amazon.
Resy took a similar stance this month.
@jbahrdestefano, a VC, in New York asked his assistant to get him a table at 4 Charles, one of the hardest reservations in the city. The agent pinged Resy hundreds of times an hour, and Resy locked him out of his account.
Yes, the agent was abusing Resy.
But most people just want their reservation. They don't care whether they get it via Resy or some other service. They use these services because they are the convenient way to book.
If OpenTable let agents do bookings and Resy didn't, agents would just go to OpenTable.