Amazon Buy for Me Is Selling Your Shopify Products: How to Opt Out

To stop Amazon’s Buy for Me from showing and buying your products, email Amazon at branddirect@amazon.com and ask for your store to be removed from Shop Direct and Buy for Me. Before you send that email, decide whether you actually want out, because for some brands the program is free, incremental demand and for others it is a stock, pricing and customer-relationship problem.

Here is how the program works as of October 2026, how to check whether you are in it, and how we would make the call.

What is Amazon Buy for Me, and why are my products on it?

Buy for Me is an agentic shopping feature inside the Amazon app. When a shopper searches for something Amazon does not sell, Amazon can show products from outside brand websites, labeled as coming from other stores. If the shopper taps Buy for Me, Amazon’s agent goes to the brand’s own site and places the order using the shopper’s stored, encrypted payment and shipping details. The order runs through your checkout, so the sale, the fulfillment and the returns are yours.

According to GeekWire, Amazon rolled it out in April 2025 alongside a sister program called Shop Direct, which links shoppers out to brand sites instead of buying for them. Buy for Me grew from 65,000 products at launch to more than 500,000 by November 2025. Amazon pulls the product data from publicly available sources and says it “may modify these for display.”

That last part is why many brands found out late. Nobody asked them. In January 2026, Modern Retail reported on small brands that discovered their catalogs inside the Amazon app:

• A sticker brand received orders for out-of-stock items, and one listing showed a photo of pants instead of a sticker.
• A children’s clothing brand had about 4,000 products listed and had received 16 orders since November.
• Another brand found its entire Shopify catalog listed, gift cards included.
• A paper goods seller worried that her wholesale site was exposed, which could allow tax-exempt orders.

One affected owner ran a survey and got 145 responses from brands in the same position. Amazon’s response was that these are “programs we’re testing” and that participation is optional.

What changed in 2026?

Two things moved the program from a beta curiosity into something you should have a position on.

On March 11, 2026, Amazon opened Shop Direct to product feeds through three syndicators, Feedonomics, Salsify and CedCommerce. PPC Land reported that Shop Direct then covered more than 100 million products from more than 400,000 merchants, with tens of millions eligible for Buy for Me. Feeds let merchants sync catalog, price and inventory in real time, and PPC Land’s reading of the announcement is that there are no per-click or sponsored listing fees for Shop Direct visibility. It is US only.

Then on May 13, 2026, Amazon folded Rufus and Alexa+ into Alexa for Shopping, and eMarketer reported that Buy for Me is part of it. So the agent that can buy from your site now sits inside the default shopping assistant on Amazon. We cover that change in Rufus is now Alexa for Shopping.

How do I check whether my products are in Buy for Me?

Run this in about 15 minutes:

1. Search your brand in the Amazon app (not the desktop site). Look for results labeled as coming from other stores or brand sites, with a Buy for Me button.
2. Search two or three of your exact product names. Some brands only surface on specific products.
3. Check what Amazon shows. Compare the price, image, variant names and stock status against your live site. Screenshot anything wrong.
4. Search your order history for Amazon-linked emails. Several brands only noticed when orders arrived with unfamiliar Amazon-related customer emails.
5. Check your gated pages. If you run a wholesale or trade portal, confirm those products are not showing up.
6. Ask your feed provider. If you use Feedonomics, Salsify or CedCommerce for other channels, confirm you have not been opted into Shop Direct through them.

Should I opt out of Buy for Me or stay in?

This is a channel economics decision, not a moral one. The question is whether an order from Amazon’s agent is worth more to you than the risks it brings.

Here is a hypothetical to make the trade concrete. Say you sell a $40 product with a 35% contribution margin on your own site, so $14 per order before support costs. If a Buy for Me order arrives at full price and you fulfill it normally, that $14 looks like found money. If one order in ten is for something you cannot ship, and each cancellation costs you 20 minutes of support time and a one-star impression of your brand, the math gets thin quickly. Brands with tight, accurate inventory win here. Brands with messy catalogs lose.

Our default view: if you do not sell on Amazon, have clean inventory data and can connect a feed, staying in is reasonable, and the feed route is better than leaving Amazon to scrape you. If you already sell on Amazon, run a wholesale site, or sell anything handmade or limited, opt out and revisit later.

If you are also thinking about how AI tools find your products more broadly, read how to track whether AI recommends your brand. Buy for Me is one agent among several.

How do I opt out of Amazon Buy for Me?

The opt-out is by email. Both Modern Retail and GeekWire reported the address as branddirect@amazon.com, and Amazon told them removal happens “promptly.”

Sources disagree on one detail. Since the March 2026 feed expansion, PPC Land lists shopdirect@amazon.com as the contact for merchants who want to participate through other channels, and at least one research site now gives that address for opt-outs too. We have not seen an Amazon page that settles it. Our advice is to send your request to branddirect@amazon.com and copy shopdirect@amazon.com.

A short email does the job. A template that was shared widely by an artisans’ cooperative in February 2026 used:

• Subject: Remove [Store Name] from Amazon
• Body: identify yourself as the owner of the store and its domain, ask Amazon to remove all of your products from Shop Direct, “Shop other stores” and Buy for Me, and state that you did not consent to being included.

Add your domain, your legal business name and a few product URLs that you saw in the app. Then:

1. Save a copy and note the date sent.
2. Re-check the Amazon app after a week and again after two weeks.
3. If products still show, reply to the same thread with screenshots.

As of October 2026 we have not seen a self-serve toggle in Seller Central or Shopify for this. Confirm on Amazon’s merchant pages before acting, since the program is still described as a test and the process could change.

What we would do this week

If you run a Shopify store, with or without an Amazon presence:

1. Do the 15-minute check above and screenshot what you find.
2. Fix your own site first. Out-of-stock items should show as unavailable in your storefront and product data. Every agent, not just Amazon’s, reads the same pages.
3. Make the stay or leave call using the table, ideally with whoever owns your margins in the room.
4. If you stay, talk to a feed provider so Amazon works from your data rather than a scrape.
5. If you leave, send the email to both addresses and set a calendar reminder to re-check.
6. Watch the wider picture. Amazon is pulling outside products into its app while keeping outside AI agents away from its own catalog. We explain that contradiction in Amazon’s AI walled garden.

If you sell on Amazon too and want someone to look at how these programs interact with your listings and pricing, our account audit covers it.