AI shopping agents could threaten Amazon and Walmart's advertising businesses
A Reuters analysis says AI shopping agents could erode Amazon and Walmart's retail media profits, although the impact so far appears limited.
By GennnAi··1 min read
Amazon and Walmart hold a combined 88% of the $74.4 billion U.S. retail media market, according to eMarketer. Morgan Stanley estimates agents could account for 10% to 20% of U.S. e-commerce spending by 2030. Amazon has blocked Muse, while Walmart partners with Meta's agentic tool. CEO Andy Jassy sees no meaningful impact so far, yet Amazon's ad revenue grew 11% in the third quarter.
Source: Reuters, published on November 4, 2026.