Buy for Me service, which enables customers to buy from other brand retailer websites, is currently in the beta testing stage within the Amazon Shopping app.
E-commerce giant Amazon has introduced a new feature for its shopping app. Called ‘Buy for Me‘, the service helps customers purchase their desired items even if Amazon’s marketplace doesn’t sell them directly.
Although Amazon already offers hundreds of millions of products across more than 35 shopping categories, including 300 million items available with fast, free Prime delivery, chances are, some of the products its customers are looking for aren’t present on the platform or are currently sold out.
Therefore, the leading retailer, which sells items for the home, apparel, electronics, media, beauty, grocery, sports and outdoors, automotive, and everyday essentials, offers a way for its numerous clients to search through third-party offerings without leaving the app. Naturally, the products present in Amazon stores will be prioritised, but in case the items are absent from Amazon’s vast inventory assortment, select products can be discovered and bought from other brands’ sites.
The new experimental feature is currently being explored by select categories of U.S. customers via the Amazon Shopping app on both iOS and Android. The company started beta testing with a limited number of brand stores and products. Once it receives customer feedback and modifies the service, if necessary, the feature will roll out to more shoppers and incorporate more brand stores and products.
The uniqueness of the new tool is that it goes far beyond simple search functions. Powered by the most innovative technology, the service uses agentic AI to enable seamless discovery and purchase for customers as well as boost conversion and exposure for select brands. To be more precise in technical terms, “Buy for Me” leverages Amazon’s Nova AI system coupled with Anthropic’s Claude AI models. This combination enables powered AI agents to autonomously navigate external websites, select requested products, and complete purchases on behalf of users.
Tapping the “Buy for Me” button automatically initiates the purchase process. Amazon’s AI system securely transmits the user’s encrypted payment and shipping details to the third-party retailer to complete the transaction.
Users receive order confirmations via email from the third-party retailer and can track their orders within the Amazon app under the “Buy for Me Orders” section. However, delivery, returns, and customer service are managed by the external retailers who actually sell the items.
