Full Breakdown
Amazon's "Buy For Me" Tool Sparks Backlash from Small Retailers
1/7/2026, 7:57:37 PM
Unintended Listings and Customer Confusion
In late December 2025, several small business owners discovered that their products were being sold on Amazon without their consent through a feature called "Buy For Me." This tool, powered by artificial intelligence, allows customers to purchase items from third-party websites while remaining on Amazon's platform. Sarah Burzio, owner of Hitchcock Paper Co., noticed a surge of orders from anonymous Amazon email addresses for products she does not sell, leading to customer complaints about receiving incorrect items. Burzio stated, “We had to explain that it’s Amazon that’s doing this, not us, the mom and pop.”
Merchants' Concerns and Reactions
Karla Hackman, a jewelry artist, and Angie Chua, founder of Bobo Design Studio, also reported similar experiences. Hackman expressed frustration over not being consulted before her products were listed, stating, “If suddenly there were 100 orders, I couldn’t necessarily manage.” Chua, who has avoided selling on Amazon, described the situation as being forced into a dropshipping model against her will. She emphasized the lack of autonomy, saying, “It’s like if Airbnb showed up and tried to put your house on the market without your permission.”
Amazon's Response and Policies
Amazon spokesperson Maxine Tagay stated that sellers can opt out of the program by contacting Amazon directly. She described "Buy For Me" as a way to help businesses reach new customers, claiming positive feedback on the initiative. However, many merchants argue that the opt-out policy undermines their control over their products and brand reputation. Amanda Stewart, founder of Mochi Kids, noted that her entire inventory was listed on Amazon without her knowledge, raising concerns about copyright and supplier agreements.
Broader Implications for Small Businesses
The backlash against Amazon's practices highlights significant concerns among small retailers regarding brand control and customer relationships. Juozas Kaziukenas, an independent analyst, remarked that Amazon's aggressive approach to onboarding brands without consent is unprecedented. Merchants fear that unauthorized listings could damage their reputations and lead to strained relationships with suppliers, especially those who prohibit sales on third-party platforms.
Conflicting Reports and Gaps
While Amazon claims that sellers can opt out, many merchants report difficulties in navigating the process. Some have found remnants of their products still listed on Amazon even after requesting removal. Additionally, discrepancies exist regarding the accuracy of product listings, with reports of incorrect images and out-of-stock items being sold.
Verbatim Quotes
- “I just don’t want my products on there,” — Angie Chua, Founder of Bobo Design Studio
- “It builds distrust,” — Amanda Stewart, Founder of Mochi Kids
- “It’s just another level of stress that none of us small businesses need,” — Chelsea Ward, Founder of Sketchy Notions
- “It’s just ‘We set this up for you, you should be grateful, you fix it.’” — Sarah Burzio, Owner of Hitchcock Paper Co.
What's Next for Affected Merchants
As small retailers continue to navigate the implications of Amazon's "Buy For Me" tool, many are exploring legal options and seeking to raise awareness about the issue. Chua has initiated a survey to gauge the extent of the problem, which has already garnered responses from numerous affected brands. The situation underscores the need for clearer policies and better communication from Amazon regarding the use of third-party products on its platform.
