Why Shopify says yes to Muse and Amazon says no: complements economics

Afinetheorem · x · 2026-09-22

The author unpacks the economics behind "Shopify allows Muse, Amazon doesn't": in competitive, undifferentiated markets, selling complements is a huge source of competitive advantage — ads, vendor data, logistics and third-party add-on services, in some order.

Related event: Why Shopify Embraces AI Shopping Agent Muse While Amazon Refuses(2 posts)→

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