Selling on Etsy, Amazon or eBay: why a marketplace shop cannot be agent-ready, and what can Free & Pro

The Personal Agent Protocol identifies a business by its domain. An agent given "your-shop" by a customer fetches https://that-domain/.well-known/poppy.json. A shop on Etsy lives at etsy.com, a seller on Amazon at amazon.com, and those domains belong to the marketplaces. Whether agents can work with them is the marketplace’s decision and the marketplace’s implementation, not the seller’s. This page says what follows from that, as of 13 October 2026. Agent Adapt is a WooCommerce plugin and is not affiliated with or endorsed by Etsy, Amazon, eBay, Sierra or Meta.

What a marketplace seller cannot do

• Publish poppy.json. The path is on the marketplace’s domain.
• Run an issuer or an API for their shop. The customer’s account is the marketplace’s account.
• Choose which agents to accept or block. The marketplace does, for every seller at once.

None of this is a loss relative to today: the marketplace already owns the customer relationship, the checkout and the search. Agents do not change that.

What the marketplaces have said

Etsy is listed among the co-developers of UCP, the Universal Commerce Protocol published with Google, Shopify and others, which is a different model: a platform’s agent runs the shopping journey and the checkout against a business that implements UCP. Amazon and eBay have their own AI shopping assistants inside their own apps. As of this page’s date we cannot cite any marketplace implementing the Personal Agent Protocol. If one does, every seller on it is covered without doing anything, and we will update this page. The comparison of the protocols is in Personal Agent Protocol, UCP, ACP, AP2 and MCP.

What a seller can do: a domain of their own

Many marketplace sellers also run their own store, on WooCommerce, Shopify or another platform, and send repeat customers there. That store has a domain, and the domain can be agent-ready:

• WooCommerce: install the free plugin. Real accounts, real cart, one domain. See WooCommerce and personal agents.
• Shopify, Squarespace, Wix and other hosted platforms: a provider’s document served on your domain, for most of them by a Cloudflare Worker in front of the site. See the platform pages in this collection.

A customer who says "reorder from that maker I bought the candle from" to their assistant can only be helped if the maker has a domain the assistant can reach. That is the practical case for having one, and it is the same case as before agents: the marketplace’s customers are the marketplace’s.

Common questions

Can I put a link to my own store in my marketplace listing?

Marketplace rules on off-site links vary and some forbid them. Nothing about agents changes those rules. Check the marketplace’s policy.

Would an agent find my marketplace listing?

Not through this protocol, which has no directory. A customer would name the marketplace, and what happens then is up to the marketplace. Search engines remain the way shops are found.

If Etsy implements UCP, am I covered?

For agents that use UCP, through whatever Etsy builds. Not for a customer’s personal assistant using the Personal Agent Protocol, unless Etsy implements that too, or the assistant speaks both.

Does Agent Adapt have anything for marketplace sellers?

Only for the seller’s own WooCommerce store. Nothing can be installed on a marketplace.