Amazon has expanded its Buy for Me feature, which now offers over 500,000 products from outside retailers, up from 65,000 in November. This initiative allows customers to purchase items directly from other websites through Amazon's app, a move that has raised concerns among independent retailers.
Complaints have emerged from brands who were unaware their products were being featured in Amazon's search results. Some retailers reported first learning of the program when unexpected orders arrived from Amazon-linked email accounts. Key issues raised include a lack of explicit consent to participate, inaccuracies in product listings, and objections over Amazon’s involvement in customer relationships.
Amazon maintains that participation in the programs is voluntary, stating that businesses can opt out at any time by contacting the company. A spokesperson emphasized that these initiatives aim to enhance brand visibility and sales for businesses not currently represented on Amazon.
The backlash from independent sellers, who represent over 60% of Amazon's sales, underscores the challenges faced by traditional retailers as tech companies increasingly implement AI-driven shopping features.