When Amazon Decides Your Business Is Theirs

In an alarming move, Amazon has quietly introduced an AI-powered tool “Buy For Me” which integrates product-based websites directly to Amazon, and customers order without leaving Amazon. Retailers did not consent, nor were they notified until orders and customer reviews went off the rails. On the surface, that might make you feel good for “shopping small.” As a small business owner, I’m here to help you dig in beyond the surface and realize why this is a problem.

By day, I am the Director of Business Development and Marketing for Defiance County Economic Development. By night, I run a micro business, General Faire, as a side hustle and creative outlet. I naively thought I would not be a blip on Amazon’s radar. Curiosity got the best of me. I searched and discovered my entire catalog of products was now available on Amazon. I was stunned.

This was happening to so many, as cited in “Amazon AI Tool Blindsides Merchants by Offering Products Without Their Knowledge” written by Matt Day for Bloomberg News, but it barely was making headlines, and truthfully it still is not gaining the attention it deserves. In interviews, I read Amazon’s response to inquiries had been with the dismissive attitude of “You should be grateful” to small business owners who now had this colossal level of exposure. Thanks, but no thanks.

Here's a few points on what is wrong with this:

• The retail giant is taking what they want, without asking permission. No consent, just a quiet integration of thousands of retailer’s product listings. Their response- retailers can opt-out. But we weren’t given a chance to opt-in. (To opt-out: branddirect@amazon.com)

• Some retailers sign contracts with wholesalers stating they will not sell on Amazon. We are all suddenly in some hot water.

• As a solo operator, I am crossing my fingers that I don’t wake up to 100 orders overnight. To some that might sound like a dream. To me- an absolute operational nightmare.

• For business owners who have big dreams, big goals, a staff, and want to see record-breaking growth in sales- this might seem appealing to be suddenly visible on Amazon. I would beg to differ that they would at least like the opportunity to opt-in and plan- ramp up inventory, prep their staff, remove any products that shouldn’t be offered via Amazon.

• Orders that are placed on behalf of Amazon customers- the small business receives an order with an email address @amazon.com. The retailer does not capture contact information for their new customer, losing out on relationship-building.

• In some cases, product listings on Amazon- photos, descriptions, pricing, and availability- do not match the current offerings by the small business. Fulfillment problems are happening. Is Amazon taking the blame? Cue the negative reviews to crush small business.

Within 48 hours of emailing my request to opt-out, my store appeared to have been removed from Amazon. I have yet to receive confirmation that the issue has been resolved. Fellow business owners, if you think you aren’t on Amazon, this is your call to action to drop everything and search now. And readers- if you truly want to support small businesses, shop local from local. Not through a trillion-dollar middleman that never asked for permission in the first place.

Has your business been impacted by this? Email Cara at Defiance County Economic Development at Cara@DefianceCountyED.com to share your story or to get assistance.

(Column written by Cara Boehm, Director of Business Development & Marketing, Defiance County Economic Development)