Amazon's block of Meta's Muse shopping agent protects its ad business but risks teaching shoppers that agents work fine without Amazon. An agent skips the search page where ad money is made; ads did $19.8B last quarter, up 26%, and likely hold most of the margin outside AWS. Every week Walmart, Best Buy and Wayfair are Muse's default answers adds to the risk. A deal is unlikely until Amazon's own agent stalls, and would then be an ad revenue share; lost volume can't show up yet. x.com x.comÂ