Amazon Blocks Meta's Muse Amid Loyalty Test
Cathie Wood's ARK Invest has weighed in on Amazon's decision to block Meta Platforms' (NASDAQ:META) Muse, calling it a 'great test' of customer loyalty and agentic commerce. According to ARK CEO Cathie Wood, this move sets up a challenge for the e-commerce giant to demonstrate its commitment to letting agents crawl its site freely.
This follows Amazon's assertion that Meta never got permission for the agent to access its site, and that the agent didn't identify itself while browsing, raising concerns over customer credentials. Analyst Nick Grous said this is likely done to protect Amazon's $70 billion ad business, which generated $19.8 billion in revenue in Q2 2026, up 26% year over year.
Retailers including American Eagle, Best Buy, Dick’s Sporting Goods, Gap, Fanatics, Michael Kors, Sephora, Ulta Beauty, Walmart, and Wayfair have all signed up to let Muse operate on their platforms. Grous noted that Amazon will be under pressure to follow suit or explain its decision to shareholders.