In short. Brands can choose whether to participate, with Amazon documenting Shop Direct feeds and an email route for product removal.
Definition: Yes. Amazon says brands choose whether to participate in Buy for Me. Its public merchant instructions place participation and removal within Shop Direct, the program that presents products from other stores and can offer Amazon checkout for eligible products.
Key facts
- Amazon says brands have the choice to participate in Buy for Me, and describes the customer as being in control of the AI agent acting for them, in its Buy for Me explanation.
- Amazon's March 2026 Shop Direct announcement says merchants can connect product catalogs through third-party feeds including Feedonomics, Salsify, and CEDCommerce.
- The same announcement says customers may use Shop Direct to visit a merchant website, while eligible products may offer Buy for Me for an Amazon-completed purchase.
- Amazon directs merchants to contact a feed provider or email
shopdirect@amazon.comto discuss participation options and points to a Shop Direct Merchant page for opting out. - In an Amazon Seller Forums response, an Amazon representative says merchants who want products removed from Shop Direct should contact the Shop Direct team at that address.
What does Buy for Me participation involve?
In its April 3, 2025 Buy for Me explanation, Amazon described the feature as a beta test in the Amazon Shopping app for a subset of U.S. customers on iOS and Android. It said the test would begin with a limited number of brand stores and products.
When a branded search shows an item in a section labelled “Shop brand sites directly,” the customer may see a Buy for Me link. The customer opens the product page, confirms the preferred delivery address, applicable taxes, shipping fees, and payment method at Amazon checkout, and requests the purchase. Amazon says its AI then provides the customer’s encrypted name, address, and payment details to complete checkout on the brand retailer’s website.
The brand remains responsible for the order after purchase. Amazon says the customer receives an order confirmation from the brand store, while the brand store manages delivery, returns, exchanges, and customer service. The customer can track the order in the Buy for Me Orders tab in Amazon’s shopping app.
Which merchant controls does Amazon document?
Amazon's March 11, 2026 Shop Direct announcement describes product feeds as the participation route. Merchants can use feeds from Feedonomics, Salsify, or CEDCommerce, and Amazon says those feeds connect catalog information to Shop Direct. The announcement says a merchant can contact its account representative at one of those providers. If the provider is not participating, the merchant can contact Amazon to discuss another route.
The announcement also points merchants to a Shop Direct Merchant page for setting up feeds and opting out. The public removal route repeated by an Amazon representative in the Seller Forums is email:
shopdirect@amazon.com
The representative describes Shop Direct as showing products from seller websites in Amazon search results and tells the merchant to contact the Shop Direct team to remove its products. This is a request to remove products from Shop Direct, rather than a documented switch inside a merchant dashboard.
What should a brand check before and after joining?
Amazon says merchant store names are shown when a customer shops directly on the merchant website or asks Amazon to purchase through Buy for Me. The merchant receives the customer’s name and address for a Buy for Me order and manages delivery, returns, exchanges, and customer service.
A brand can therefore check which products its feed supplies, how its store name appears, and whether the order responsibilities match its own customer-service process. If it later wants removal, the documented action is to contact Amazon at the address above. Amazon's public material does not describe a processing time, a product-by-product control, or a separate setting for Shop Direct visibility and Buy for Me eligibility.
Related terms
- Alexa for Shopping
- Who handles delivery and returns for Amazon Buy for Me orders?
- Which order details are confirmed before an Amazon Buy for Me purchase?
- Can Amazon Buy for Me see previous orders on a brand's website?
FAQ
Can a brand refuse to participate in Buy for Me?
Yes. Amazon says brands have the choice to participate. Its later Shop Direct material also describes a merchant route for participation and opting out.
Is there a self-service opt-out switch?
The public pages reviewed here document contact with the Shop Direct team at shopdirect@amazon.com. They do not describe a self-service switch or a stated response time.
Does removal apply to one product or the whole catalog?
Amazon's Seller Forums response says to remove a merchant's products from Shop Direct. It does not specify whether the request can target individual products or how it affects Buy for Me eligibility separately.
Sources
- Amazon News, "Buy for Me button on Amazon Shopping app: Purchase items Amazon doesn’t sell", 3 April 2025
- Amazon News, "Amazon introduces feeds to make it easier for merchants to reach more customers through AI-powered Shop Direct", 11 March 2026
- Amazon Seller Forums, "Items being pulled from our own website and displayed on Amazon.com", 11 April 2026
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