Right, agents work on behalf of the user and only cost compute (not time/attention, which is the ultimate human currency). They act on behalf of me not Amazon.

It is my personally optimistic perspective on AI that it will mediate all interactions with 3P who are acting in their own interest and not mine. Ie, “my” agent.

maybe agentic commerce will finally realize the micro-payments based internet that crypto people had been wishing would happen for years? Should there be stablecoin based micropayments built into MCP to charge for agentic interactions to replace the micropayment of an ad into someones eyeballs?

This.

Recently it was estimated that Amazon makes $30-80 billion(!) per year off not showing you the economically best results by deliberately disallowing sorting on $ per unit [1] to force sellers into ads. Amongst other tactics (ex. filter by country of origin).

AI agents can sort on $ / unit to easily find you the best deal, rendering Amazon's various forms of paid placement irrelevant.

Extend this to filtering Chinese slop brands (also not able to be filtered) and the significant portion of revenue starts looking like knocking back margins to the 3-5% range. Basically an existential threat.

Amazon cannot allow AI agents and maintain current margins.

[1] - https://pluralistic.net/2026/09/04/cheating-at-fraud/