Public CEO Says Muse Shopping Has Pulled His Purchases Away From Amazon

Leif Abraham told Business Insider that Amazon’s block on Meta’s AI agent is sending his orders to Shopify merchants instead.

Leif Abraham, the co-founder and co-CEO of investing platform Public, has handed his shopping over to Meta’s AI agent, and the pattern of where his money goes is changing with it.

In an interview with Business Insider published over the weekend, Abraham said he now turns to Muse for niche, hard-to-find products: skincare, vintage wines, a German creatine product, discontinued Levi’s jeans. “Since the thing came out, I’ve been buying so much stuff,” he told the outlet. “I literally just have to approve the payment, and that’s it.” That approval step is exactly what pre-funded agent wallets are designed to bound, capping what an agent can spend before it asks.

What’s changing is where those orders land. Amazon blocked Muse from making purchases on its platform weeks ago, and Abraham said he’s noticed more of his orders being processed by Shopify instead. He still describes himself as an “Amazon mega user,” but said he now reserves Amazon for items that don’t require much research, like toilet paper.

On Sunday, Abraham posted about the shift on X, calling Meta and Shopify’s integration a “win for Shopify.” “The amount of purchases I’ve made with Muse that I used to have gone to Amazon for,” he wrote, alongside a screenshot of him directing the agent to buy “from a reputable store.” Shopify CEO Tobi Lütke reshared the post, adding that he’s “hearing so many of these stories.”

One person’s experience, but a telling one

Abraham’s story is one person’s experience, not evidence that Amazon has an impending sales problem. AI agent shopping has yet to catch on with the general public, and not every result has been smooth. Abraham said a friend is still waiting on tickets to Christopher Nolan’s “The Odyssey” in IMAX 70mm that Muse hasn’t managed to secure.

Amazon’s decision to block Muse, citing concerns about how the agent accessed or stored customer credentials and scraped account data, redirects every Muse purchase somewhere else. Shopify took the opposite approach, announcing a partnership with Meta that lets Muse users check out at Shopify merchants through Shop Pay. When an agent does the shopping, the retailer’s relationship with the shopper is replaced by the agent’s relationship with its checkout partners.

That dynamic is exactly what Meta is monetizing. Zuckerberg has said the company will take a small fee on each Muse transaction, giving Meta a direct revenue stream from purchases made through its assistant, the same routing economics Bank of America warns could threaten Apple’s services revenue.

Abraham has skin in the game beyond his own cart: his company, Public, offers a Muse connector that lets customers link their brokerage accounts to the agent. He said he has connected his own account and also uses Muse for daily brokerage updates and calorie tracking.

The takeaway is narrow but real: in agentic commerce, the checkout partner list matters more than the storefront. Amazon’s block on Muse sent at least one CEO’s money elsewhere.