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NOPE
Low reported severity

Mochi Kids owner says Amazon's Buy for Me agent sent orders she fulfilled before realising their source, and a wholesale partner questioned the listings

The owner of Mochi Kids, a children's apparel brand that has deliberately avoided selling on Amazon, told Modern Retail that she found her catalogue of 4,000 products for sale on Amazon through the Buy for Me feature after watching another merchant's viral video posted on 28 December. Amazon's announcement says Buy for Me uses agentic AI to complete purchases on a brand's website on a customer's behalf. She said she had received around 16 Buy for Me orders since November, fulfilled some of them before realising they came from Amazon, and has been cancelling all such orders; she planned to email Amazon to opt out. Modern Retail reports that one of the brand's wholesale partners, which bars Amazon sales of its products, contacted the retailer after finding its products listed, and that the retailer had to reassure it that it had not listed them intentionally; the owner said it builds distrust. Amazon says businesses can opt out by email and are removed promptly, and that it had received positive feedback on the programmes. No net financial loss or lost contract is reported.

AI system
Amazon Buy for Me
Amazon
Occurred
Nov 2025
Reported
6 January 2026
Event location
United States
What the AI did
Communicated with the person
Reported harm
Professional HarmLoss of Autonomy
Whose AI use
Someone else’s AI use
Setting
Work · Finance
Evidence
AI involvement supported · Causal attribution alleged · 2 sources
5 claims: 1 documented, 4 reported. 3 open questions
People reported harmed
At least 1 person

AI system as recorded: Amazon Buy for Me shopping agent

Reported harm

Owner-reported agent-placed orders fulfilled before she knew their source, ongoing cancellation work, a wholesale partner's challenge over the listings, and loss of control over where her catalogue is sold

What remains unknown

  • The date of the first Buy for Me order at her store, the cost of fulfilling and cancelling orders and any net financial loss are not reported.
  • Whether she completed the opt-out, and whether the wholesale partner relationship changed beyond the challenge, are not reported.
  • How her catalogue came to be listed on Amazon, and whether that listing step involved AI generation, is not established; Amazon's FAQ says product information comes from merchant sites.

What the evidence supports

AI involvement: supported. Amazon's announcement states that Buy for Me uses agentic AI to complete the checkout on the brand's website on the customer's behalf. The owner reports around 16 orders through Buy for Me since November, some of which she fulfilled before realising they came from Amazon, and that she has been cancelling all of them. The agent's submission of these orders through her store is the AI activity connected to the fulfilment and cancellation work. The appearance of her catalogue on Amazon, which prompted the wholesale partner's challenge, is not established as an AI act.

5 claims: 1 documented, 4 reported. What the statuses mean

Documented Amazon's announcement states that Buy for Me uses agentic AI to make a purchase on a brand's website on the customer's behalf, providing the customer’s encrypted name, address and payment details to complete the checkout, and that the feature was live for a subset of U.S. customers.

Causal attribution. Directly established by Amazon's own published description of the feature. It documents the design Amazon describes, not what happened at this merchant's store.

  • aboutamazon.com(opens in new tab) supports · English
    Using agentic AI capabilities, Amazon makes the purchase by securely providing the customer’s encrypted name, address, and payment details to complete the checkout process on the brand’s website.
  • aboutamazon.com(opens in new tab) supports · English
    Amazon Nova and Anthropic’s Claude models support the Amazon Shopping app’s agentic capabilities to complete the purchase from start to finish on a customer’s behalf.
  • aboutamazon.com(opens in new tab) supports · English
    Buy for Me is currently live in the Amazon Shopping app on both iOS and Android for a subset of U.S. customers.
Reported The owner said she had not heard of Buy for Me until she watched another merchant's viral video about it (posted on 28 December), searched for her brand on Amazon and found her catalogue of 4,000 products for sale there, although the brand had deliberately avoided selling on Amazon.

Causal attribution. The owner's account to Modern Retail. How the catalogue came to be listed is not described as an AI act in either source.

Reported The owner said she had received around 16 orders through Buy for Me since November, fulfilled some of them before realising the purchases were coming from Amazon, and has since been cancelling all Buy for Me orders; she planned to email Amazon to opt out.

Causal attribution. The owner's account relayed by one outlet. The orders are described as placed through Buy for Me, which Amazon's announcement says its AI agent completes on the brand's website; Modern Retail does not describe inspecting the orders.

  • modernretail.co(opens in new tab) supports · English
    has received around 16 orders through “Buy For Me” since November, fulfilling some of those orders before realizing the purchases were coming from Amazon.
  • modernretail.co(opens in new tab) supports · English
    has been canceling all “Buy For Me” orders and plans to email Amazon to opt out.
Reported One of the brand's wholesale partners, an independent brand that does not allow its products to be sold on Amazon, contacted the retailer after discovering its products listed on the marketplace, and the retailer had to reassure it that it had not intentionally listed them; the owner said “It builds distrust.”

Causal attribution. Reported by Modern Retail from the merchant's account. The partner's concern followed the marketplace listing, which neither source attributes to AI; the strain is attributed to the listing, not to an agent-placed order.

  • modernretail.co(opens in new tab) supports · English
    one of Mochi Kids’s wholesale partners — an independent brand that explicitly does not allow its products to be sold on Amazon — contacted the retailer after discovering its products listed on the marketplace. Mochi Kids had to reassure the brand that it had not intentionally listed the items on Amazon
  • modernretail.co(opens in new tab) supports · English
    “It builds distrust,”
Reported Amazon told Modern Retail that businesses can opt out at any time by email and are removed promptly, that it had received positive feedback on the programmes, and its FAQ says product information comes from merchant sites, which Amazon may modify for display.

Causal attribution. Amazon's own statements as relayed by Modern Retail; they do not address this merchant specifically.

Sources

2 sources inspected. Sources that repeat one account do not corroborate each other.

How the sources were read, and where the events happened

Event countries: United States. Affected-person countries: United States. Court countries: Unknown.

Modern Retail describes the brand as based in Salt Lake City, Utah, and the agent-placed orders reached her own store through Buy for Me; Amazon's announcement says the feature is live for a subset of U.S. customers. The event and the affected person are therefore in the United States. No court is involved.

Reviewed for publication 2026-10-11: Modern Retail's merchant interview and Amazon's announcement were read in full on 2026-10-11. Amazon's description establishes that Buy for Me's AI agent completes checkouts on brand websites, and the owner reports concrete agent-placed orders through her store that she fulfilled before learning their source and then cancelled. Her account is attributed and left at reported; the partner's challenge is tied to the marketplace listing, which is not attributed to AI; Amazon's opt-out and feedback statements are preserved.

People described

Owner of a children's apparel brand selling through her own online store

People reported harmed in this case

At least 1 person

0 AI participants · 1 other person harmed

One interviewed business owner describes the orders, cancellation work and the partner's challenge. Orders, products, likes and customers are not counts of harmed people; the unnamed wholesale partner is not separately counted.

Counted once within this case. The same person may appear in other cases. This count does not establish AI causation.

Cite this case

Compiled per our published methodology: verification statuses, sourcing standards, and corrections process.

APA

NOPE. (2026). Mochi Kids owner says Amazon's Buy for Me agent sent orders she fulfilled before realising their source, and a wholesale partner questioned the listings. AI incidents. https://nope.net/incidents/2025-mochi-owner-reports-amazon-buy-for-me-orders-partner-distrust

BibTeX

@misc{2025_mochi_owner_reports_amazon_buy_for_me_orders_partner_distrust,
  title = {Mochi Kids owner says Amazon's Buy for Me agent sent orders she fulfilled before realising their source, and a wholesale partner questioned the listings},
  author = {NOPE},
  year = {2026},
  howpublished = {AI incidents},
  url = {https://nope.net/incidents/2025-mochi-owner-reports-amazon-buy-for-me-orders-partner-distrust}
}

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