Space Exploration Technologies Corp. (NASDAQ:SPCX) CEO Elon Musk suggested creating an Amazon.com Inc. (NASDAQ:AMZN) rival after users discussed restrictions affecting AI shopping agents.

On Thursday, Musk wrote on X, "Maybe we should start a competitor to Amazon," responding to a user discussing Amazon’s restrictions on Grok bots.

The user said one Grok bot manages Amazon returns and questioned whether consumers would switch stores if automated agents could not place orders there.

The user also suggested that Musk create an "X Shop,” later also suggesting “grokazon” as a name.

Maybe we should start a competitor to Amazon 🤔 https://t.co/OkjTB9jmGZ

— Elon Musk (@elonmusk) October 15, 2026

Amazon’s AI Agent Rules Spark Debate

The comment follows a dispute last month involving Amazon and Meta Platforms Inc. (NASDAQ:META), whose Muse AI agent was blocked from shopping on Amazon. Amazon’s 2026 agent rules require automated systems to identify themselves and stop accessing its services when requested, creating potential barriers for third-party AI purchasing tools.

However, days later, Amazon opened its seller platform to Anthropic’s Claude, the AI startup in which the e-commerce giant invested $13 billion, with another $20 billion potentially tied to milestones.

Musk previously argued that Amazon may struggle to distinguish people from AI agents when automated activity uses a customer’s IP address and browser cookies.

Chamath Palihapitiya Weighs In

The debate extends beyond access rules. Responding to Musk’s post, venture capitalist Chamath Palihapitiya argued that the future of e-commerce lies in merchants making inventory accessible to AI agents through the Model Context Protocol (MCP) and accepting agent payments. He said merchants could use FedEx Corp. (NYSE:FDX), United Parcel Service Inc. (NYSE:UPS), or USPS to offer competitive shipping rates while avoiding Amazon’s fees, arguing that Amazon’s competitive moat is weakening and suggesting this may explain its restrictions on AI agents.

The future is a merchant product that makes one’s inventory available via MCP / headlessly and accepts agent payments.

I suspect shipping can be done thru fedex/ups/usps direct from merchant at similar cost when you strip out the Amazon take rate (ie merchant can spend more if…

— Chamath Palihapitiya (@chamath) October 15, 2026

Earlier, ARK Invest CEO Cathie Wood stated that Amazon’s refusal to support Meta’s Muse could test customer loyalty and the broader promise of agentic commerce.

Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.

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