Meta says more than 10 million people set up Muse in the U.S. and Canada

Meta says more than 10 million people in the United States and Canada set up its Muse agents during the first month and a half after the September 2026 rollout. The figure puts AI shopping agents in focus, while Amazon Web Services (AWS) is pursuing a separate approach: tools retailers can adapt for their own stores.

What Meta’s Muse figure counts

Meta told The Wall Street Journal that more than 10 million people set up Muse agents. That is a count of setups during the stated period. Meta describes Muse as a personal AI agent and animated shopper that can also handle tasks such as booking travel and making budgets.

NeoTeo previously covered reports that Amazon blocked Muse and a Resy reservation test. That story dealt with platform access, a separate question from how many people configured Muse.

AWS offers retailers a separate assistant foundation

On May 27, 2026, AWS announced the Agentic Shopping Assistant on AWS, a technical foundation retailers can customize for their catalogs, customers, shopping environments, expertise and brand voice. The offer includes architecture guidance, starter code, and help from AWS experts and system integrator partners. Amazon’s announcement describes a guided deployment of roughly 60 days.

Muse is a personal agent; AWS’s offering is for retailers building their own branded shopping assistants. The reported Muse setup count and the AWS service therefore describe different parts of AI-assisted shopping, rather than the same product competing for the same user.

Kate Spade is a customer-facing example

Amazon identifies the Kate Spade AI Gift Concierge as a customer-facing use of the AWS foundation. The company says the implementation used Anthropic’s Haiku 4.5 and Amazon Bedrock, and that the team tested it for roughly two and a half months before customers could use it.

Amazon also describes Alexa for Shopping as a consumer shopping assistant that brings together Rufus and Alexa+. The company said more than 300 million customers used Alexa for Shopping in the prior year and attributed nearly $12 billion in incremental sales to its AI shopping assistant.