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For more than a year, Amazon has blocked outside shopping agents from its site while finding ways for its own customers to shop elsewhere. Now a new wave of AI assistants like Meta’s Muse is raising the stakes. In recent months Amazon has stepped up its Shop Direct initiative, which promotes products from brands that don’t sell on Amazon’s site, potentially giving shoppers less reason to turn to outside AI tools that can buy across retailers. The company now has 250 million listings that link to products sold elsewhere, about 2.5 times as many as in March, and is highlighting the goods more prominently through curated style edits and other displays on its site.
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