Meta bulls have a new Muse stat to love. Amazon could spoil it.

The meteoric rise of Meta's ( META ) new Muse AI agent looks to be continuing despite a few new stumbling blocks.

Daily active users for Muse keep climbing , hitting 2.182 million on Oct. 5, according to new data from Similarweb. Usage has risen steadily throughout October.

The increase may help soothe some concerns as Muse has reportedly hit a new hurdle: websites — Amazon ( AMZN ) being the top-of-mind example — blocking AI agents from browsing or completing purchases.

If Muse's usefulness becomes limited as more websites treat AI agents as bots or security risks, that could dent the new bullish case for the stock that has developed since the agent's September launch.

Meta stock is down 7.7% from its record high reached in late September amid the Muse hype.

The hype on Muse has been very real, to say the least

Deutsche Bank analyst Benjamin Black sees Muse reaching up to 8% of Meta's revenue by 2030, which nets out to roughly $36 billion in sales for the product. On the lower end of the prediction scale, Black sees Muse pulling in sales of $2.4 billion by 2030.

"In our view, Meta found a clear gap amongst current AI-agentic offerings — at the intersection of mobile app-based ecosystem, with a consumer-oriented UI which is seamless to use, the ability to complete transactions autonomously, free-to-use for the most part, and always-on feature within its own virtual machine — that makes it the service virtually unique in today's market," Black said.

Brian Sozzi is Yahoo Finance's Executive Editor, host of the Sozzi Unleashed morning show and the Power Players with Brian Sozzi podcast, and a member of Yahoo Finance's editorial leadership team. Follow Sozzi on X @BrianSozzi , Instagram , and LinkedIn . Tips on stories? Email brian.sozzi@yahoofinance.com.