Meta's standoff with Amazon over Muse could be a sign of things to come

Meta CEO Mark Zuckerberg attends the annual Allen and Co. Sun Valley Media and Technology Conference at the Sun Valley Resort in Sun Valley, Idaho, U.S., July 9, 2026. Brendan McDermid | ReutersMeta's rollout of its Muse AI personal agent has been a big hit with consumers and investors. The stock has jumped more than 20% in the two weeks since its introduction, and the app has shot up to the top of Apple's App Store, eclipsing ChatGPT. But with CEO Mark Zuckerberg set to take the stage at Meta Connect, the company's annual developer conference, late Wednesday afternoon, there are reasons for skepticism regarding Meta's latest effort to find a real and lasting niche in the consumer artificial intelligence market. Meta is touting Muse's ability to book appointments and travel, fill out electronic forms for users, and monitor home security cameras. It can also shop on a user's behalf, searching for a specific product across various sites and marketplaces and linking to Shopify or Stripe for payment. Amazon has said that's a no-go, blocking Muse from purchasing products on the e-commerce app, claiming that it would violate the company's terms of service. Whether it's other retailers ta...