Archive · 8 Jan 2026
Amazon's AI Shopping Trial Sparks Retailer Backlash
Amazon is testing a new AI feature called 'Buy for Me' that lets users buy products from other websites directly through Amazon.
Some online retailers are upset because their products were listed on Amazon without their permission.
The AI also sometimes listed products that weren't available.
Amazon says the feature helps customers find products not sold on its site and helps businesses reach new customers.
They also said businesses can opt out anytime.
Meanwhile, Amazon sent a legal notice to a company called Perplexity for using its marketplace with an AI browser called Comet.
Perplexity says their AI has the same rights as human users.
Amazon's 'Buy for Me' AI feature allows autonomous purchases from other websites.
Retailers report products listed on Amazon without permission, causing frustration.
AI feature sometimes listed products that were out of stock or not available.
Amazon claims the feature helps customers and businesses, with an opt-out option.
Amazon sent a cease and desist letter to Perplexity over its AI browser, Comet.
- Who
- Amazon and US online retailers
- What
- Backlash over AI agent-driven shopping trial
- When
- February 2025 (Shop Direct announcement), November 2025 (cease and desist letter)
- Where
- United States
- Why
- Concerns over unauthorized product listings and AI hallucinations
- AI Feature Name
- Buy for Me
- Feature Status
- In testing within the US
- Amazon's Response
- Positive feedback, opt-out option available
- Perplexity's Counter
- Comet has same permissions as human users
- Amazon's Accusation
- Violation of terms of service