After blocking Muse, Amazon now lets users text Alexa to help them shop

Amazon is jumping on the currently most popular bandwagon for interacting with AI agents: texting. The company on Friday said it is launching a feature that lets customers chat with its Alexa AI agent over text messages to help them shop, much like you can with AI agents like Muse or Instinct.

The move comes after Amazon blocked Meta’s Muse from querying its site in September. The company is rolling the features out just before the start of the holiday shopping season.

The e-commerce giant said select U.S. customers will get a text asking them to enable the shopping feature. Those with access can text Alexa to shop on Amazon using natural language queries, spanning everything from searching for items, adding them to cart, and purchasing.

The company said over time, Alexa will learn users’ preferences and suggest items accordingly.

The company said users who don’t get invited to use this feature can sign up to a waitlist. The feature will be rolled out more broadly in the coming weeks.

As the market for consumer-focused AI agents balloons, platforms like Amazon are building their own to tap this new avenue of user interaction. Last month, delivery company DoorDash said that third-party agents had so far only placed hundreds of orders in total on its platform, and that it plans to concentrate on developing its own text-based agent, launched in September, further.