I needed to oil my seven-foot tiki statue. Somehow, this turned into a study of AMZN’s Ads business. I asked GPT to find the right oil, brushes and supplies, and specifically told it to use Amazon and add everything to my cart because I love my same-day/two-day delivery.
That’s the tension here: I was happy to outsource product discovery and selection to an agent, but I still wanted Amazon’s convenience and fulfillment. Amazon could keep the transaction, but would it still get the ad click?
Given all the recent focus on agents and AMZN’s Ads business, we decided to test exactly that. Because Muse isn’t currently available on Amazon, we used ChatGPT’s browser control to run 60 shopping tasks directly on Amazon.com, tracking whether its first product click went to a sponsored listing or an organic result. To our knowledge, this is the first published live test of its kind.
The answer: