Amazon blocked, Shopify opened
Meta launched Muse on Sept 8 as an AI agent that browses websites, fills forms, and buys things for you. On Sept 21, Amazon blocked it from Amazon.com, saying Meta never asked permission, the agent does not identify itself, and its handling of login credentials raised security concerns.
The same day, Shopify CEO Tobi Lütke announced a partnership putting Shop Pay checkout across Shopify stores. Muse users can now buy from thousands of Shopify merchants without leaving the agent.
What you can do with it
If you sell through Shopify, your store is now reachable by Muse. No new integration required. If you sell on your own site and want AI agents to find you, Shopify and Google published the Universal Commerce Protocol in January 2026. Over 20 retailers and payment networks, including Target, Walmart, Visa, Mastercard, and Stripe, support it. An agent that follows UCP can discover your products and complete checkout if you implement the standard.
If you sell only on Amazon, you keep the traffic you have. But if a customer asks Muse to find the best price on a product you sell, the agent will now show them Shopify stores and skip Amazon.
Keep the relationship in your hands
An agent that buys for your customer also sits between you and that customer. The agent decides which store to show. If Muse sends someone to your Shopify store today, that does not mean Muse will send the next one. Build your own list. Capture the email. Make the follow-up yours. Let the agent bring the first sale, but do not let it own the repeat business.