There is only one way to be reasonable

I have been writing for years: If you are a marketplace, you should not just be a fairground that lists products; you must also claim to stand behind those products. Because the user does not buy the product they see in the marketplace, they buy the brand of that marketplace. They direct their trust, loyalty, and complaints to you. In their eyes, you are the one responsible, not the seller. This is one of the inevitable ethical tests of the digital age.

For me, this issue is not just a theoretical debate. Years ago, I closed my account due to a problem I experienced on Yemeksepeti and never reopened it. Because a system that claims to be an intermediary trying to evade the consequences of the process it intervenes in is a breach of trust. Similarly, due to an unpleasant experience I had with the BiTaksi application, I completely left that system and never used it again. The real test of marketplaces is the attitude they show when a mistake occurs. If you are an intermediary, if you are a bridge, you must stand firm.

Now, Amazon has taken an important step in this regard. With its new service called “Buy for Me,” it allows its users to purchase products they like on other sites through its own application. It doesn't just provide a link; it buys the product for you directly. It enters the third-party site, places the order, handles the payment process itself, and then presents the entire process to the user in a trackable way.

What does this mean? It means this: Amazon is no longer just researching the product for you; it is also making the purchasing decision on your behalf. This makes it an “shopping consultant” or a “safe harbor.” It accepts managing risks such as warranties, returns, and logistics details. Moreover, it does this for products that are not in its own inventory.

This move is one of the very clear examples of Amazon combining its technological power with ethical responsibility. It is not just user-friendly; it also points to a fair arrangement systemically. Of course, return processes may still be in the hands of third-party sellers, but the fact that Amazon is buying that product on your behalf is proof that it is not leaving you outside the system.

For someone like me who has been concerned about this issue for a long time, this development is both a step in the right direction and an example that makes one say, “there is only one way to be reasonable.” Amazon should be sincerely congratulated for this approach. Because technology alone does not carry meaning; how you use it, what problems you seek to solve, and ultimately how much you protect the user is what matters.

I hope this approach inspires other platforms as well. Because users are no longer just looking for speed and variety, but for guarantees and trust. Real competition is not in offering the “cheapest,” but in being the “most reliable.”