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Axios illustration accompanying coverage of Amazon blocking Meta's Muse AI agent
Photo: Axios / Yahoo Finance

Meta Stock Jumps 27% in September After Muse AI Launch

CNBC2 min read6 sources

Why did Meta stock jump 27% in September?

Meta (META) stock rose 27% in September to $725.18 on Wednesday, its best quarter in over two years, after investors backed Muse, its new AI agent that shops and books for users.

Key numbers

Meta September gain+27%CNBC count; Motley Fool says nearly 25% [3]
Meta close, Sept. 30$725.18from $572.34 at end of August
Meta third-quarter gain+29%best since Q1 2024
Meta forward P/E23xfrom 18x at start of September
Meta market value$1.8Tper [3]
Muse downloads~5MSept. 8–30, per [2]

What happened

Meta (META) stock rose 27% in September to $725.18 on Wednesday, its best quarter in over two years, after investors backed Muse, its new AI agent that shops and books for users. Muse launched on Sept. 8 and drew about 5 million downloads by Sept. 30. Amazon began blocking it from its store on Sept. 20, saying shopping bots should respect a store's choice to opt out. Shopify said it would let Muse shop across its stores. Needham analyst Laura Martin warned Meta is "notoriously slow" at making money from new products, and Muse is free.

Why it matters

Meta is trying to show that its huge spending on AI is turning into products people actually use. If Muse works, Meta could earn money from shopping, not only from ads. But the stock now costs about 23 times expected yearly profit (forward P/E), up from 18 times at the start of September, so investors expect results. Amazon's block, and Muse being free, suggest income may arrive slowly.

Who this affects

Marketbullish
Medium impact
Tech investors gain as heavy AI spending shows a payoff.
Companymixed
Medium impact
Meta shareholders gain, but Muse income is still unproven.
Competitorsmixed
Medium impact
Amazon resists Muse; Shopify gains as an open partner.
Industryneutral
Medium impact
Online stores must decide whether to let AI shop.

Meta vs Amazon, Shopify

MetaMETA$1.8T+11%Maker
AmazonAMZN——Blocked it
ShopifySHOP—+7.3%Opened stores

As of 2026-09-30

How we got here

  1. Meta launches Muse AI agent app; it climbs to top of free-app charts.

  2. Amazon begins blocking Muse from its online store.

  3. Shopify opens stores to Muse; Meta shares close up over 11%.

  4. Meta closes September at $725.18, up 27% for the month.

What to watch

  • Meta's third-quarter earnings report, expected late October, for early signs of Muse revenue.Q4 2026
  • Whether other big retailers follow Amazon in blocking Muse or follow Shopify in opening up.Q4 2026
  • Muse downloads and paid-plan uptake now that the app is free to start.Q4 2026

Educational content only. Not investment advice.

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