Amazon’s New “Buy for Me” Feature

Amazon has introduced a groundbreaking feature called “Buy for Me,” currently in beta testing for a subset of U.S. customers using the Amazon Shopping app on iOS and Android. This feature allows users to purchase products from third-party websites directly within the Amazon app, even if those items aren’t sold by Amazon itself. Powered by agentic AI, including Amazon’s Nova and Anthropic’s Claude models, “Buy for Me” simplifies the shopping experience by handling the entire purchase process on behalf of the customer.

What is “Buy for Me”?

“Buy for Me” is an AI-powered feature that enables Amazon customers to buy products from other brands’ websites without leaving the Amazon Shopping app. When a customer searches for a product not available on Amazon, the app may display a “Buy for Me” option, allowing Amazon’s AI to complete the purchase on the customer’s behalf. 

How Does It Work?

1. Search and Discover: Customers search for a product in the Amazon Shopping app. If the product isn’t available on Amazon, the app may show a “Shop brand sites directly” section with relevant third-party products.
   
   

2. Product Details: Tapping on a product labeled “Buy for Me” brings up a detailed page within the Amazon app, providing information similar to standard Amazon listings.
   
   

3. Initiate Purchase: If the customer decides to buy, they tap the “Buy for Me” button, leading to an Amazon-style checkout page where they confirm shipping details, taxes, and payment method.
   
   

4. AI-Powered Transaction: Amazon’s agentic AI securely transmits the customer’s encrypted name, address, and payment details to the third-party brand’s website to complete the purchase. Amazon does not access the customer’s previous or separate orders from other brands’ sites.
   
   

5. Order Confirmation and Tracking: The customer receives an order confirmation email from the brand store and can track their order via the “Buy for Me Orders” tab in the Amazon Shopping app. Delivery, returns, exchanges, and customer service are managed by the brand store.

Benefits for Customers

• Seamless Shopping Experience: Customers can purchase products from various brands without leaving the Amazon app, streamlining the shopping process.
  
  

• Expanded Product Selection: Access to products not directly sold by Amazon increases the variety available to customers.
  
  

• Convenient Order Tracking: Orders placed through “Buy for Me” can be tracked within the Amazon app, keeping all purchase information centralized.
  
  

Implications for Brands

• Increased Exposure: Brands participating in “Buy for Me” gain visibility within the Amazon ecosystem, potentially reaching a broader audience.
  
  

• Control Over Customer Experience: Brands handle fulfillment, returns, and customer service, maintaining control over the post-purchase experience.
  
  

• No Commission Fees: Currently, Amazon does not take a cut of purchases made through the “Buy for Me” feature, and brands can opt out of the program.
  
  

The Future of Agentic AI in eCommerce

“Buy for Me” represents a significant step in integrating agentic AI into the retail experience. By automating the purchasing process, Amazon aims to enhance convenience for customers while providing brands with new opportunities for exposure and sales. As the feature expands, it may redefine how consumers interact with online marketplaces and how brands approach digital sales strategies.

Amazon’s “Buy for Me” feature is poised to transform the eCommerce landscape by leveraging agentic AI to simplify the shopping experience. By enabling seamless purchases from third-party websites within the Amazon app, it offers benefits to both customers and brands. As this feature evolves, it will be essential to monitor its impact on consumer behavior and the broader retail industry.