Amazon wants shoppers to use Alexa, not Meta’s Muse. Here’s why the AI shopping battle is getting personal? Decoded here

Amazon is making a direct pitch for its own AI shopping assistant as competition intensifies over who gets to guide consumers’ online purchases. Chief Executive Andy Jassy has played down the threat from outside agents such as Meta’s Muse, arguing that shoppers still find it easier to buy directly from retailers.

The comments came during Amazon’s quarterly earnings call on Thursday, weeks after the company blocked Meta’s Muse from accessing its online store.