- Amazon’s Buy for Me feature uses AI to order products from other retailers
- Some small businesses found their items listed on Amazon without ever opting in
- Amazon calls the feature an experiment that's still working out kinks
Amazon’s latest venture into AI-powered shopping is raising eyebrows as it appears to bypass third-party businesses. The Shop Direct and Buy for Me features, which Amazon began testing last year, aim to simplify the process of locating and purchasing items that may not be available in Amazon's inventory.
When users click the Buy for Me button, Amazon's system utilizes data from a brand's public website to place orders using the shopper's information. While it may seem like a seamless experience for customers, retailers feel as though Amazon has intruded into their stores without permission.
Recently, online retailers have voiced their concerns to Amazon, sharing experiences on social media about being unaware of their participation in the program. Some retailers reported receiving orders from unfamiliar “buyforme.amazon” email addresses, while others found products listed that were either out of stock or not intended for direct sales.
One retailer shared on Reddit, "Products I don’t even have anymore are being sold under this 'shop stores directly' section of the app. They use AI images of items that aren’t mine, and authorizing orders to my site for items that are out of stock. I did not opt in to this nor is there an easy way to opt out."
Amazon maintains that the AI tool operates within legal boundaries, as listings are based on publicly accessible product and pricing information. The system is designed to verify stock and pricing accuracy before presenting items to customers. Should issues arise, Amazon has provided an email address for merchants to request opt-out.
AI Shopper's Intrusion
Retailers understandably feel burdened by the responsibility of managing Amazon's AI agent. This situation complicates matters for businesses that intentionally avoid Amazon for financial or marketing reasons, as they find themselves unexpectedly drawn into the platform.
Moreover, accuracy issues, like those highlighted in the Reddit post, raise concerns. AI systems depend on the quality of the data they process, and if Amazon relies on outdated or incorrect product information, it is the brand that must address the fallout.
Ironically, Amazon has been vocal about preventing external AI agents from scraping its platform for data, actively blocking bots from Google, OpenAI, and others. Now, however, Amazon employs AI to extract data from other retailers' sites in the name of convenience.
For consumers, this contradiction may go unnoticed. The appeal of an AI shopper that finds products and compares prices across the web is clear. However, as companies have faced little resistance to scraping public information, the direct link between AI purchasing and these practices may bring the issues into sharper focus. Amazon's AI shoppers may soon need to announce their presence before taking over the checkout process.
