Recent media reports have highlighted Amazon ’sdecision toblock Meta’s Muse AI agent from making purchases on its marketplace. Muse has quickly gained attention for its ability to research products, complete tasks, and shop on behalf of consumers, while Amazon appears focused onmaintainingdirect control of the customer relationship and checkout experience. The situation is interesting, but retailers should resist the temptation to view it as a definitive signal about the future of commerce. At the moment, we see this as two technology giants competingin a quickly evolving commerce landscape. Amazon wants to remain the starting point for product discovery and purchase – and it has billions of dollars in e–commerce, marketplace dollars,and ad revenue at stake.