Amazon is facing an Amazon Buy for Me backlash after online retailers discovered the company listed and sold their products without permission. The issue stems from “Shop Direct,” a new feature that uses an AI agent called “Buy for Me” to purchase items from other websites on shoppers’ behalf.
Amazon launched Shop Direct in February 2026. The feature lets users browse products from external brand sites directly on Amazon. Some listings include a “Buy for Me” button, which triggers an AI agent to complete purchases elsewhere. Amazon says this helps shoppers “find any product they want,” even if it’s not on its marketplace.
However, many retailers never agreed to participate. In recent weeks, small businesses began reporting unauthorized orders. Some said Amazon listed items they don’t sell—or products that were out of stock—causing fulfillment errors.
For example, Hitchcock Paper, a Virginia-based stationery shop, shared on Instagram that it received orders for a stress ball it doesn’t carry. The orders came from a “buyforme.amazon” email address. “Sounds like a great program until the agentic AI starts selling customers things you don’t have,” the shop warned.
Similarly, Angie Chua, CEO of Bobo Design Studio, started receiving unexpected orders last week. Her company sells journals and stationery through Shopify and a Palm Springs storefront—but never signed up for Amazon’s program.
Chua contacted Amazon using instructions in its FAQ. Amazon removed the listings within days. Still, she called the experience “exploitative.” “We were forced to be dropshippers on a platform we consciously chose not to join,” she told CNBC.
This situation highlights growing tension between Amazon and independent retailers. Amazon says over 60% of its sales now come from third-party sellers. Yet many businesses want full control over their customer relationships. Scraping products without consent undermines that control.
Moreover, the “Buy for Me” model blurs accountability. If a wrong item ships, who takes responsibility—the original retailer, Amazon, or the AI? Retailers fear reputational damage from errors they never authorized.
So far, Amazon has not issued a detailed public response. But as more sellers speak out on Reddit, Instagram, and Shopify forums, pressure is mounting. Retailers demand clearer opt-in rules and greater transparency.
For now, the Amazon Buy for Me backlash serves as a cautionary tale about AI-driven commerce. Automation should streamline shopping—but never override merchant consent.
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