Amazon Blocks Meta's Muse Amid $70 Billion Advertising Stakes
Meta's Muse platform remains locked out of Amazon.com, Inc.'s (NASDAQ:AMZN) site after Amazon claimed Meta never obtained permission to access its site and the agent didn't identify itself while browsing. This move has sparked a 'great test' for customer loyalty according to Cathie Wood's ARK Invest.
According to analyst Nick Grous, Amazon is blocking Muse to protect its $70 billion advertising business, which generated $19.8 billion in revenue in Q2 2026, up 26% year over year. 'If it's agents that are crawling your site, then the ads are meaningless,' he said.
Contrary to Amazon's stance, other retailers such as American Eagle, Best Buy, Dick's Sporting Goods, Gap, Fanatics, Michael Kors, Sephora, Ulta Beauty, Walmart, and Wayfair have signed up to let Muse operate on their platforms. ARK Trimmed its Amazon stake earlier this month, selling 20,000 shares worth around $5.1 million.
ARK has been rotating into Meta instead as Muse continues to reshape online shopping. Amazon's decision to block Muse has put the company under pressure from shareholders to explain or follow suit.