Amazon’s AI agent shopper is roping in brands without asking

Amazon’s latest experiment in AI-powered shopping may be helping you find the perfect purchase by running roughshod over third-party businesses. The Shop Direct and Buy for Me features that Amazon began testing last year streamline the process of finding and buying items that Amazon may not have in its inventory.

If you click the Buy for Me button, Amazon’s system uses information pulled from a brand’s public website to place the order on your behalf using your details. From the shopper’s point of view, it feels like you're just buying something on Amazon. But, from the retailer’s point of view, Amazon just walked into their store uninvited and started ringing up customers.

In recent weeks, online retailers have begun complaining to Amazon and sharing stories on social media about how they were never asked if they wanted to participate. Some say they didn’t ...