Amazon’s “Buy for Me” Feature Draws Scrutiny From Independent Sellers

Summary

Amazon’s new ‘Buy for Me’ and ‘Shop Direct’ beta tools let shoppers purchase items from brand websites via the Amazon app, but many independent sellers report being listed without opting in, facing incorrect product details, out‑of‑stock items, and proxy order emails. Sellers like Bobo Design Studio and Hitchcock Paper Co. describe confusion over orders, mismatched products, and difficulty communicating with customers, prompting them to document listings, request removals, and consider legal action. Amazon maintains the programs are optional, offers an opt‑out email, and says pricing and images are verified, yet the rollout’s lack of transparency is fueling scrutiny and calls for clearer controls.