Amazon’s “Buy from brand’s website” feature is live… and it’s fascinating (and m
By Will Haire · February 10, 2026 · Curated by George's Blog
Amazon’s “Buy from brand’s website” feature is live… and it’s fascinating (and messy).
If a product isn’t on Amazon, shoppers can now see it inside Amazon, and Amazon’s AI will complete the purchase on the brand’s website for them.
Sounds powerful, right?
⚠️Here’s where it gets tricky.
I opened a product that looked wildly overpriced. Almost didn’t click.
Turns out the price was for a 12-pack, but Amazon was displaying it like a single unit.
Then I hit “Shop for me.”
Amazon estimated the total… and added a $15 buffer because shipping wasn’t confirmed yet.
This is big. But the execution needs work.
If pack sizes, pricing, and product details on the brand’s site aren’t crystal clear, this will:
→ kill conversions
→ confuse customers
→ create wrong expectations
This isn’t just an Amazon update.
⤷ It’s now a website optimization issue for brands.