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Ben Thompson: Meta needs Walmart to wait out Amazon, which blocked Muse over its $68B ad business
Stratechery's September 23 update reads the Muse retail lineup as Meta needing Walmart to hold out while Amazon refuses agent access, with Expedia trying to keep its middleware position. Amazon began blocking Muse on September 21, saying the agent does not identify itself and stores customer credentials. Meta says logins go into secure storage the agent cannot see. Forbes (Sep 23) ties the block to Amazon's $68B+ ad revenue, which depends on humans seeing sponsored listings, and Tech Times notes Amazon enforces standards on Muse that its own shopping agent ignores. Undisclosed agent browsing is becoming a platform-access fight, so agents that shop should identify themselves.
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