Core Insights - Amazon has introduced a feature called "Shop Direct," allowing consumers to browse and purchase items from other brands' websites through its platform, utilizing an AI agent labeled "Buy for Me" [2][3] - The program has faced backlash from some retailers who claim their products were listed on Amazon without their consent, leading to confusion and unauthorized sales [4][5] Group 1: Amazon's New Feature - The "Shop Direct" feature is currently in testing for select U.S. users, aimed at helping shoppers find products not available on Amazon's site [2][3] - Over the past decade, Amazon has increasingly relied on third-party merchants, with more than 60% of sales on its platform coming from independent sellers [3] Group 2: Retailer Reactions - Some retailers have reported that their products were listed on Amazon without permission, resulting in orders for items they do not sell or that are out of stock [4] - A Virginia-based stationery shop expressed concerns about the AI agent selling products they do not offer, highlighting the potential for customer confusion [5] - Bobo Design Studio's CEO reported receiving orders from Amazon's AI agent despite not opting into the program, feeling exploited by being forced into a dropshipping model [6][7]