Amazon has introduced its new artificial intelligence shopping agent feature “Buy for Me“. The feature helps customers find and purchase products from the websites of other brands. The new beta feature allows customers to purchase products that Amazon does not directly sell, from the retail sites of other brands using Amazon’s shopping apps.
The Buy for Me feature is activated when Amazon does not sell the product the users are looking for. The new AI agent will find and present to users the products that are not available on Amazon from other websites. Then, users will choose one of these products and place a purchase request without leaving the Amazon Shopping app.
How does the Buy for Me feature work?
The new “artificial intelligence shopping agent” has the potential to allow Amazon to further grow its e-commerce business. So, how will the Buy for Me feature work? The shopping agent will visit an external website in the background. The user will select the requested product. Then, by entering the username, delivery address and payment information, the user will purchase the product via the agent.
The Buy for Me shopping feature is supported by Amazon’s Nova AI models and Claude from Anthropic. Nova Act, one of these models, can autonomously use websites. The Buy for Me feature uses encryption for the security of billing information on third-party sites. Thus, Amazon cannot see which product is being ordered from external platforms.
The Buy for Me feature has started testing with a specific user group. Buy for Me has been offered to a U.S. customer group on both iOS and Android platforms within the Amazon Shopping app. Testing will begin with a limited number of brand stores and products. Based on feedback, it is planned to expand to more customers and brand stores.
Amazon: We want to make it easier for customers to find any product they want
Amazon shared the following in a blog post about the topic: “Amazon offers a very wide selection of hundreds of millions of products in more than 35 categories, including home goods, clothing, electronics, media, beauty, food, sports and outdoor products, automotive, and everyday essentials — with 300 million fast and free Prime delivery options. While we already offer a wide product range, we want to make it easier for customers to find any product they want. That’s why we are testing the new ‘Buy for Me’ feature in beta in the Amazon Shopping app. The Buy for Me feature helps customers discover and seamlessly purchase specific products that are not currently sold in the Amazon store from other brand sites.”
“It offers more visibility and smooth conversion opportunities to brands”
Amazon Shopping Director Oliver Messenger said: “We’re constantly working to find new ways to make shopping even easier. We developed the ‘Buy for Me’ feature to help customers quickly and easily find and purchase products we currently don’t sell in the Amazon store from other brand stores. This feature uses AI to enable customers to shop seamlessly from other brands in a familiar environment — the Amazon Shopping app. At the same time, it offers more visibility and smooth conversion opportunities to brands.”
