Amazon’s AI Shopping Tools Spark Backlash From Online Retailers
Many retailers say they were unaware their products were being surfaced on Amazon.
Amazon.com Inc. is facing mounting criticism from online retailers after using experimental artificial intelligence tools to scrape their websites and list products on its marketplace without prior consent, according to a report by Modern Retail.
The tools, known as “Shop Direct” and “Buy for Me,” allow Amazon users to browse products from external brand websites and, in some cases, have an AI agent purchase items on their behalf using stored payment and shipping details. Launched in February and currently being tested with select U.S. users, the features are intended to help customers find products not sold directly on Amazon.
However, many retailers say they were unaware their products were being surfaced on Amazon. Several have taken to social media to express anger, arguing the listings were created without permission and, in some cases, contained inaccurate descriptions or included discontinued products.
Angie Chua, founder of Bobo Design Studio, in an Instagram post, said she began receiving orders from Amazon’s AI agent despite never opting into the programme and having deliberately chosen not to sell on Amazon. After discovering she had to opt out manually, Chua said she felt “exploited,” adding that more than 180 small businesses have since contacted her with similar experiences.
Others, including Peachie Kei founder Emi Moon, said the listings risked damaging brand reputation by implying affiliation with Amazon. Some retailers also reported erroneous orders for products they do not sell.
Amazon said the tools aim to help shoppers while driving incremental sales for businesses, noting that companies can opt out at any time. The controversy highlights growing tensions over consent and control as Amazon expands its use of AI-powered, agentic commerce.
Interestingly, last year, Amazon sent a legal notice to Perplexity AI, demanding it stop enabling AI-driven shopping on its platform.
In a strongly worded blog post titled “Bullying is Not Innovation,” Perplexity AI accused Amazon of using its dominant market position to suppress innovation.
The conflict centers on Perplexity’s Comet browser, which allows users to deploy AI agents that autonomously compare and purchase items on Amazon.
