Amazon's new feature, "Shop Direct," has drawn criticism from various online retailers who claim they didn't give permission for their products to be listed on the platform. This feature allows customers to browse and buy items from other brands’ websites through Amazon. A key part of this service is the "Buy for Me" button, which uses AI to facilitate purchases on behalf of shoppers. While Amazon markets this as a way to help consumers find products not available on its site, many retailers are frustrated, reporting unauthorized listings, incorrect inventory, and unexpected orders. Retailers like Hitchcock Paper and Bobo Design Studio have spoken out after discovering their products were sold on Amazon without consent. For instance, Hitchcock Paper received orders for items it doesn’t carry, like a stress ball, from a "buyforme.amazon" email. Chua from Bobo Design Studio noted that her products appeared on Amazon despite her opting out of the program. Over 180 businesses have reached out to Chua, confirming similar issues with unauthorized listings. In response to the backlash, an Amazon spokesperson stated that businesses can opt out anytime and that the data used for listings is publicly sourced. Despite the complaints, Amazon claims the program has received positive feedback and is merely an experiment aimed at improving customer access to products. The company has been actively investing in its AI tools while also taking legal action against other AI companies like Perplexity for scraping its content without permission.