New Delhi, Oct. 30 -- Amazon is making a direct pitch for its own AI shopping assistant as competition intensifies over who gets to guide consumers' online purchases. Chief Executive Andy Jassy has played down the threat from outside agents such as Meta's Muse, arguing that shoppers still find it easier to buy directly from retailers.

The comments came during Amazon's quarterly earnings call on Thursday, weeks after the company blocked Meta's Muse from accessing its online store. The dispute highlights a growing contest between technology companies over the future of online shopping, and who controls the relationship with customers.

Amazon said in September that Muse's access to its store would breach the terms of use agreed to by its c...