Amazon has drawn criticism from online retailers over its AI-powered “Shop Direct” and “Buy for Me” features, which allow consumers to browse and purchase items from other websites through Amazon. Some retailers reported that their products were listed without consent or included items they do not sell, generating orders they were unaware of.
The controversy comes as Amazon increasingly relies on third-party merchants, who now account for more than 60% of its platform sales. Retailers such as Hitchcock Paper and Bobo Design Studio said they discovered orders for products they did not offer, fulfilled via Amazon’s Buy for Me agent. While Amazon removed the listings after retailer complaints, some sellers described the program as exploitative, forcing them into dropshipping without prior agreement.
Amazon is testing the AI-driven services with select U.S. users, pitching them as a way to find products not available directly on the platform. The backlash highlights challenges in balancing AI-enabled convenience for consumers with consent, inventory accuracy, and fairness for third-party sellers.
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