Amazon's Muse Block Sparks Loyalty Test

Cathie Wood of ARK Invest has weighed in on Amazon's decision to block Meta's Muse platform from accessing its site, calling it a 'great test' of customer loyalty and agentic commerce.

The issue began when analyst Nick Grous suggested that Amazon is blocking Muse to protect its lucrative advertising business, which generated $19.8 billion in revenue in Q2 2026, up 26% year over year.

Grous pointed out that if agents are allowed to crawl sites and display ads, the ads become meaningless, leading Amazon to want to 'own the customer relationship' rather than let others do it.

However, many other retailers have signed on with Muse, including American Eagle, Best Buy, Dick's Sporting Goods, Gap, Fanatics, Michael Kors, Sephora, Ulta Beauty, Walmart, and Wayfair.