Amazon is facing significant criticism from businesses across the UK after introducing website features that display products from external brand websites without always obtaining direct consent. The retail giant's new initiatives, known as Shop Direct and Buy for Me, are designed to help customers discover a wider range of products. However, several companies have complained that their items are being listed incorrectly and without authorisation.
New Features Spark Outcry from Small Businesses
The company first announced the data scraping feature nearly a year ago, in February 2025, and it remains in a testing phase as of Thursday 8 January 2026. Amazon states that the programs aim to assist customers in finding new brands while helping businesses reach broader audiences and boost sales. Despite these stated benefits, the execution has angered many.
One vocal critic is Bobo Design Studio, whose CEO told Business Insider that the unauthorised listings severely damage the trust small enterprises work tirelessly to build. "It completely undermines the trust that small businesses are working so hard to create," the executive stated, highlighting a core concern for independent brands worried about how their products are presented on the massive platform.
Amazon's Defence and the Opt-Out Process
In response to the growing backlash, Amazon maintains that product information is taken directly from the brands' own websites. A spokesperson for the company told The Independent that they have received "positive feedback" on the programs. They emphasised that businesses can opt out at any time, and upon doing so, Amazon promises to remove them from the programs promptly.
This opt-out clause is central to Amazon's defence, positioning the feature as a voluntary partnership. However, critics argue that the onus should be on gaining explicit opt-in consent before listing a company's products, rather than requiring them to discover the listing and then request removal.
The Broader Shift: Amazon as a Search Engine
This controversy occurs as Amazon continues its strategic move to position itself not just as a retailer, but as a comprehensive search engine for products. The Shop Direct and Buy for Me programs are key components of this shift, aiming to aggregate listings from across the web. While this may benefit consumers with more choice, it raises significant questions about data scraping practices, intellectual property, and fair competition.
The situation underscores the ongoing tension between tech behemoths and smaller businesses reliant on these platforms for visibility. The outcome of this dispute could influence future e-commerce regulations and how platforms interact with third-party seller data.
