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 involvement supported · Causal attribution alleged · 2 sources · Added 30/09/2026