Amazon CEO Andy Jassy questions convenience of third-party AI shopping agents
Amazon CEO Andy Jassy has questioned whether external artificial intelligence (AI) shopping assistants can offer consumers a better experience than buying directly through retailer websites and apps, as competition intensifies over the future of online shopping, Fortune reported.
Speaking to analysts during Amazon’s third-quarter earnings call on Thursday, October 29, Jassy said customers had shown limited interest in purchasing products through external shopping agents. He argued that these tools have yet to make the buying process more convenient than interacting directly with retailers.
Although Jassy did not mention Meta’s Muse by name, his comments came weeks after Amazon blocked the AI assistant from accessing its online marketplace. The company had said in September that Muse’s access was inconsistent with the terms of use accepted by its customers.
Meta has secured partnerships with retailers including Shopify, Walmart and Best Buy for its shopping assistant. Amazon, however, has not joined the group. External agents could potentially reduce the number of shoppers visiting Amazon’s website and app, where product advertisements contribute significantly to the company’s revenue.
Trending Topics
Jio IPORohit PatelKuldeep SehrawatMS DhoniPM Modi
Jassy also clarified that third-party shopping assistants were not responsible for Amazon’s weaker-than-expected advertising performance in the September quarter.
Amazon promotes its own AI shopping assistant
While questioning the effectiveness of external agents, Amazon is encouraging consumers to use its own shopping assistant, Alexa for shopping.
Jassy told analysts that more than 400 million customers had used Alexa for shopping over the past year. Customer interactions through the service increased 570% year-on-year, he said.
He added that customers in the US who shop using the AI assistant spend 50% more per order than those who do not use it.
Meta’s Muse gains traction among users
Meta’s Muse has recorded rapid adoption since its launch in early September. Meta CEO Mark Zuckerberg said last week that more than 10 million people across the US and Canada had set up the assistant.
The application can connect with users’ calendars, emails and other phone functions to carry out tasks autonomously. Shopping has emerged as its most popular use case
He said more than a quarter of Muse users had engaged with its shopping capabilities, with the average purchase value exceeding $200.
Zuckerberg also acknowledged that not all consumers would be ready to adopt AI shopping assistants immediately, adding that Meta would work with businesses on partnership terms that suited them.
Follow Storyboard18 on Google for the latest and breaking brand makers and industry updates, along with in-depth coverage of digital media and brand marketing. Stay informed with the latest perspectives only on Storyboard18.
Tags
First Published on October 31, 2026, 18:17:02 IST
