Agentic Wars Begin: Amazon Blocks Meta’s Agents As Muse Takes World By Storm

Amazon.com has blocked Meta’s new AI agent from its retail site after the social media company declined a request to remove the bot, Bloomberg reported.

Meta’s Muse, which was introduced earlier this month and has taken the world by storm, quickly rising to the top of mobile app charts, a sign that the social media company is gaining traction in the increasingly crowded market for consumer AI assistants, and sent the company’s stock price soaring, is designed to help people carry out such common online tasks as shopping and booking appointments.

However, since it has its own agentic product, Amazon prohibits other companies from deploying automated tools to shop its site and started blocking Muse on Sunday night, a spokesperson said. Shoppers using Muse see a series of pop-ups saying its use violates Amazon’s terms of use.

“We think it’s fairly straightforward that third-party applications that offer to make purchases on behalf of customers from other businesses should operate openly and respect service provider decisions about whether or not to participate,” Amazon spokesperson Lara Hendrickson said in an emailed statement, adding that an opt-in requirement is standard practice for food delivery apps and online travel agencies. “Agentic third-party applications such as Muse have the same obligations, and we’ve requested that Meta remove Amazon from the experience.”

Amazon builds its own automated shopping tools, but has sought to prevent rivals’ bots from browsing and making purchases from its catalog. The company last year sued Perplexity AI Inc., saying the widely used artificial intelligence startup sought to conceal its shopping agents after Amazon asked Perplexity to remove them. The legal skirmish is widely seen as a high-profile test case that could help determine the rules of the road governing agentic shopping.

So far, consumers are mostly using bots to research products rather than let them make purchases. So Amazon’s move to block shopping agents from accessing its site means the company is unlikely to lose much business. But if consumers start using AI agents to buy stuff, the bots could select other e-commerce sites, costing Amazon sales and advertising revenue.

Amazon Chief Executive Officer Andy Jassy said earlier this year that the agentic shopping experience left much to be desired, and that the bots often flubbed pricing or other data.

“We’re having conversations with all those folks to try and make that better and find something that works for customers and all the companies,” he said in April. 

Perhaps to offset the negative vibes from the angry Amazon response, late on Monday, CEO Mark Zuckerberg said that he was “teaming up with Shopify to make shopping and checkout easier in Muse. Shoppers find more. Shops sell more. More partnerships like this coming soon.”

Teaming up with Shopify to make shopping and checkout easier in Muse. Shoppers find more. Shops sell more. More partnerships like this coming soon. https://t.co/ccak4J7IIb

— Mark Zuckerberg (@finkd) September 21, 2026

Maybe… but more likely the won’t be, since every retailer will want to have their own proprietary agents access to their own content and product offering. 

Hence agent wars. 

Meta’s Muse is ranked the No. 1 free app on the US Apple iOS App and Google Play stores as of Monday. The assistant, which is available for people 18 years and older, was downloaded more than 902,000 times in the six days after Meta introduced it on Sept. 8, according to Abe Yousef, senior insights analyst at Sensor Tower. That’s more than the 773,000 downloads of its predecessor, the Meta AI app, in the same post-launch period. 

According to Goldman, Meta’s Muse (powered by Muse Spark) represents a major leap because it delivers ready-to-use personal agents with simple chat interfaces, including deep WhatsApp integration for Muse, so no coding is required – unlike earlier Claude-style bots.

They actively handle tasks like booking holidays or restaurants, and go further by proactively chasing email follow-ups, flagging inconsistencies or conflicts in your inbox, monitoring threads, and advancing goals in the background even when you’re offline. Classic chatbots like ChatGPT stay reactive: they answer questions or draft text only when prompted, never independently act across your apps or keep working on your behalf. As Goldman’s TMT specialist Sean Johnstone writes, “the more I use Instinct the more I like it – its really is like having your own dedicated PA.”

The sudden surge of Muse means the frontier models’ agentic dominance just got another major competitor. It also means there will be an unprecedented demand for hardware: as Wccftech writes, “If Meta’s Muse Personal Agent Scales To Just 100 Million Users, It Would Require 1.58 Million AMD Ryzen CPUs, 800 Petabyte Of RAM, And 10,000 Petabyte Of SSD Under Ideal Conditions.” More: 

If you were wondering why everyone has suddenly turned so bullish on CPUs from Intel, AMD, and Arm, look no further than the underlying compute requirements for serving Meta’s Muse personal agent to just 100 million users, assuming minimal sharing, especially as Meta has promised each Muse user a dedicated VM that can work continuously in the background.

Also, Meta is currently allowing up to 100 million free tokens per week, with paid subscription tiers starting around $20 per month for heavy power users.

Every Muse user is supposed to get their own cloud PC.
2 vCPUs, 8GB RAM, 100GB disk.

If Meta actually leaves those boxes on, user growth turns into a chip and memory problem.

that’s what i’m trying to size

a few thoughts on $META and Muse:

Muse is 13 days old and US only… https://t.co/57wvCNGsIj

— dylan ツ (@demian_ai) September 21, 2026

Of course, the agentic fee will only cover a tiny fraction of the hardware required to run the compute the agents will soak up, which means that – if successful in getting more people to use it – Zuckerberg is about to take Meta’s capex into hyperdrive. Which, for the company formerly known as Facebook before it changed its name to Meta after a catastrophic foray into the metaverse which cost it nearly $100 billion in wasted funds, won’t be the first time it has aggressively chased an overhyped concept only to crash and burn.