Retailers Say Amazon Crossed a Line

Amazon is facing growing criticism from online retailers who say the company listed and sold their products without permission as part of a new artificial intelligence-powered shopping experiment. The backlash centers on Amazon’s recently launched “Shop Direct” initiative and its companion feature, “Buy for Me,” which allow Amazon users to purchase items sold on third-party websites without ever leaving Amazon’s platform.

While Amazon frames the tools as a way to expand consumer choice, many merchants argue they were pulled into the program without consent, creating confusion, operational headaches, and a sense that their brands were being exploited.

How Shop Direct and Buy for Me Work

Introduced earlier this year and currently being tested with a limited group of U.S. users, Shop Direct lets customers browse products from brands that do not sell directly on Amazon. When an item is selected, some listings display a “Buy for Me” button.

That button activates an AI agent that completes the purchase on the customer’s behalf directly from the retailer’s website, using publicly available product and pricing information. Amazon says it does not collect a commission on these transactions and positions the feature as a discovery and convenience tool.

The initiative builds on Amazon’s increasing reliance on third-party sellers, which now account for more than 60 percent of total unit sales on its marketplace.

Merchants Discover Listings by Accident

Problems began surfacing when retailers noticed unexplained orders originating from Amazon-linked email addresses. Some merchants reported orders for products they do not sell, discontinued items, or goods that were out of stock.

A Virginia-based stationery company said it only realized it had been included in the program after receiving multiple orders for a stress ball it never carried. The purchases were traced back to a “buyforme.amazon” address, raising immediate concerns about accuracy and customer experience.

Other sellers echoed similar stories across Reddit and Instagram, describing scenarios in which Amazon’s AI agent appeared to misinterpret product catalogs or availability.

“We Never Opted In”

Angie Chua, CEO of Bobo Design Studio, said her company began receiving Buy for Me orders despite never agreeing to participate. Her brand sells stationery and journaling products through its own Shopify-powered website and a physical store in Palm Springs, California.

After consulting Amazon’s FAQ, Chua contacted the company to request removal. The listings were eventually taken down, but the experience left a lasting impression.

She described the situation as being forced into a dropshipping role on a platform her company had deliberately chosen not to join. According to Chua, more than 180 businesses using platforms such as Shopify, Squarespace, WooCommerce, and Wix later reached out to her with similar stories, suggesting the issue was widespread rather than isolated.

Amazon Defends the Experiment

Amazon maintains that both Shop Direct and Buy for Me are designed to benefit shoppers and merchants alike by expanding reach and driving incremental sales. A company spokesperson said businesses can opt out at any time by contacting a dedicated email address, and that removal requests are handled promptly.

The company also said its systems rely on publicly accessible information and include checks to verify pricing accuracy and stock availability. Amazon added that early feedback from customers has been positive.

The Buy for Me feature remains officially labeled as an experiment. Amazon has disclosed that the number of products available through the tool has grown rapidly, expanding from roughly 65,000 at launch to more than 500,000 within months.

The Broader AI Shopping Arms Race

The controversy unfolds as major technology companies race to redefine online shopping through AI agents. Firms including OpenAI, Google, and Perplexity have introduced tools that allow users to research and buy products directly within chatbot interfaces, bypassing traditional e-commerce flows.

Amazon has taken a defensive and offensive posture in response. While investing heavily in its own AI shopping tools, including its Rufus chatbot launched in 2024, the company has blocked dozens of third-party agents from accessing its site.

In November, Amazon escalated tensions by filing a lawsuit against Perplexity, accusing the startup of disguising its AI agents to scrape Amazon’s site without authorization. Perplexity rejected the claims, calling the lawsuit an attempt to intimidate competitors.

A Tension Between Innovation and Consent

For many retailers, the dispute is less about technology and more about control. While AI-driven commerce promises efficiency and scale, merchants argue that consent, accuracy, and brand autonomy must come first.

As Amazon continues testing agent-based shopping, pressure is mounting for clearer opt-in rules, stronger safeguards, and more transparent communication. The outcome could help define how far AI intermediaries are allowed to go in reshaping digital commerce and who ultimately controls the customer relationship.