Amazon’s “Buy for Me” Feature Draws Scrutiny From Independent Sellers
Some independent sellers are coming forward, saying their products are showing up in Amazon’s shopping app—even though they don’t sell on Amazon and never agreed to take part.
The issue came to light in early January after sellers noticed their products listed under Amazon’s Shop Direct and Buy for Me features. Several sellers say they were not warned ahead of time and only found out after orders came through or customers reached out, confused.
Amazon announced Buy for Me and Shop Direct in April 2025 as beta features. The company said the goal was to help shoppers find and buy products from brand websites when those items aren’t sold directly on Amazon. Sellers now speaking out say the rollout hasn’t felt as clear or as optional as they expected.
What Amazon Says the Features Do
Amazon says Buy for Me lets shoppers ask Amazon to complete a purchase for them on a brand’s website. Customers see product details in the Amazon app, check out using Amazon, and receive confirmation from the brand. The brand still handles shipping, returns, and customer service.
“Shop Direct” works differently. It sends shoppers from Amazon search results straight to the brand’s website to buy the item themselves. Amazon says both features are optional and that sellers can opt out.
What Sellers Are Experiencing
Several sellers say they never opted in and didn’t know their products were listed.
Bobo Design Studio was one of the first brands to speak publicly. The seller said some Amazon listings showed incorrect product details and images that did not come from her website.
Other sellers, including Hitchcock Paper Co. and Darling Marcelle, shared similar stories.
Some said customers bought one item through Amazon, but the brand received an order for a different or cheaper product. Others reported listings for items that were out of stock or items they never sold at all.
Sellers also say Buy for Me orders often come through proxy email addresses. That makes it harder to talk directly with customers when something goes wrong.
As more posts appeared online, other brands—including Mochi Kids, Little Bear Illustration, and Shopyouer—said they had similar experiences.
How Amazon Has Responded to the Issue
Amazon describes Buy for Me and Shop Direct as beta programs still being tested. The company frames the tools as a way for shoppers to find products that are not sold directly in Amazon’s store, while giving brands more visibility.
Merchants included in the programs can opt out by emailing branddirect@amazon.com, and Amazon says removal requests are handled quickly. The company also maintains that pricing and stock levels are checked for Buy for Me listings and that product images are not created using AI.
To handle customer communication, Buy for Me uses a relay email system. Messages are forwarded between buyers and sellers without sharing personal email addresses, which Amazon says helps protect customer privacy while allowing order-related support.
What Sellers Can Do Right Now
As Buy for Me continues to roll out, some sellers say they’re taking practical steps to better understand how their products are being used and to reduce risk while the program remains in beta. Here are some steps sellers are recommending:
Document Your Listings
Start by capturing what you see. Take screenshots or screen recordings of how your products appear inside the Amazon app, including titles, images, prices, and availability. Keeping records makes it easier to track changes over time.
Request Removal From Amazon
Sellers who don’t want to participate can email branddirect@amazon.com to request removal from Shop Direct and Buy for Me. Saving copies of these requests and any responses can help with follow-up.
Monitor for Changes
After submitting a removal request, continue checking your listings. Some sellers report that product details shift over time, making ongoing documentation useful even after opting out.
Share Your Experience
Bobo Design Studio has said it is gathering stories from other affected sellers to better understand how widespread the issue may be and to evaluate whether a class-action lawsuit could be pursued. Some sellers are choosing to submit their experiences through shared reporting forms as part of that effort.
Review Technical Options Carefully
A few sellers are exploring backend changes, such as limiting crawler access or adjusting order flows to better identify Buy for Me purchases. These steps can affect site traffic or sales, so consulting a developer or platform expert may help avoid unintended consequences.
Check Incoming Orders
Buy for Me purchases often arrive using @buyforme.amazon email addresses. Sellers say they’re reviewing how many of these orders have come in and deciding whether to fulfill or cancel them while assessing the program’s impact.
Keep the Issue Visible
Sellers say continued coverage has helped bring attention to the issue. Sharing verified information with news outlets and trade publications may help keep scrutiny on the program as testing continues.
