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Amazon is pivoting to its own text-based AI shopping agent following the rejection of Meta's Muse, signaling a shift toward proprietary conversational commerce rather than open interoperability. This rollout allows users to interact with Alexa via SMS for tasks like price comparison and cart management, leveraging natural language processing directly within the consumer messaging interface. As the market for personal AI agents expands, this move highlights the competitive race among platforms to control the primary interaction channel for their respective ecosystems.