Amazon shutting down consumer agent access (now both Muse and Instinct) is both completely rational and a big mistake They have plausible reasons: 1. Advertising accounts for ~10% of Amazon revenue, but an estimated 50-60% of operating profit because it's so high margin. People purchasing via agents = fewer consumer eyeballs to monetize 2. Amazon knows from experience how dangerous it is to give another platform a lever to ramp up / down your distribution 👀 They've done this to many retailers themselves 3. They are in a very good spot re: near-term defensibility - with ~250M Prime subs (who are habituated to buying on Amazon) + a massive logistics and distribution network that you can't vibe code However, this logic is short-sighted (IMO). Agents are inevitable, especially for the kind of purchases people make on Amazon (low consideration, frequent, fairly urgent or recurring). I don't think Amazon is going to come out with a first-class consumer agent on their own...and in the meantime, why anger your valuable users and make them even consider alternatives? It's almost never a good idea to be on the wrong side of innovation. I'd much rather see them continue to greenlight agent traffic (it's pretty minimal now!) and work on adjusting to an agent-first world in the meantime.