Amazon, Booking.com and Other Companies Start Blocking AI Agent Purchases

According to a Fast Company report dated November 11, 2026, Amazon has blocked Meta's AI assistant Muse from shopping on its e-commerce platform.

The report frames the move within the wider question of what comes after the smartphone, arguing that the contest is not just about device sales. The real stakes, it says, are who controls the gateway to the customer and who gets a cut of the money they spend. In that framing, the battle has already begun: Amazon has moved to block Meta's AI assistant Muse from making purchases on its marketplace, and the two tech giants are already competing for that gateway position.

As for what can be verified from the available material: the blocked assistant is Meta's Muse, the action was taken by Amazon on its own e-commerce platform, and the reporting dates from November 11, 2026. The Fast Company piece offers an interpretive account of the significance of the move and states that the tech giants are already fighting over it, though it does not elaborate further. Details such as how the block is enforced, whether Muse could previously complete purchases on Amazon, when the restriction began, and whether either company has commented publicly are not provided in the available material.