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

TechCrunch · Ivan Mehta · 2026-11-06 14:10 UTC

Amazon said that the feature will roll out to millions of users in coming weeks.

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.

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