Amazon’s new AI shopping tools, “Shop Direct” and “Buy for Me,” have sparked backlash among online retailers who report their products are being listed without consent. The “Buy for Me” feature uses AI to place orders on third-party websites, which some retailers argue leads to incorrect or unavailable items being sold. Business owners, including Hitchcock Paper and Bobo Design Studio, voiced their concerns on platforms like Reddit and Instagram, stating they found out they were part of this initiative only after receiving unexpected orders. Although Amazon claims these tools help businesses reach new customers and offers opt-out options, many independent sellers, who represent over 60% of sales, feel exploited. Currently, Amazon is testing the services in the US, with claims that customer feedback is mostly positive. Complications arising from the AI’s operations pose challenges for retailers, highlighting the need for better communication and consent in Amazon’s evolving e-commerce landscape.
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