Amazon has unveiled an innovative AI-powered shopping feature called ‘Buy for Me’, designed to simplify online purchases by allowing its AI assistant to buy products on behalf of users. The feature, currently in beta testing, is available only to select users in the United States. It integrates cutting-edge artificial intelligence models, Amazon Nova and Anthropic’s Claude, to power an autonomous shopping agent. This AI-driven assistant can complete transactions on third-party brand stores without requiring users to leave Amazon’s ecosystem.

A GIF showing the user interface for Buy for me

What is Amazon’s ‘Buy for Me’ Feature?

The ‘Buy for Me’ feature is Amazon’s latest addition to its AI-driven shopping experience. It enables users to purchase items from third-party retailers that are not available on Amazon, streamlining the buying process. This feature is powered by Amazon Bedrock, which allows businesses to build generative AI-based applications with large language models (LLMs).

GIF rotating through the Buy for me feature in a phone user interface

How Does the ‘Buy for Me’ Feature Work?

Amazon’s AI assistant browses and selects products from third-party sellers and brand stores that are not listed directly on Amazon.

Users will see a ‘Buy for Me’ button next to eligible products in the Amazon Shopping app.

Clicking the ‘Buy for Me’ button directs users to a checkout page within Amazon.

Users need to confirm order details, including delivery address, applicable taxes, shipping fees, and payment method.

Amazon encrypts and securely transmits this information to the third-party seller to complete the purchase on the brand’s website.

Once the purchase is completed, users receive an email confirmation from the third-party seller.

The order can be tracked within the Amazon Shopping app under the ‘Buy for Me’ orders tab.

Key Benefits of the ‘Buy for Me’ Feature

Seamless Shopping Experience: Users can purchase products from external retailers without leaving Amazon’s ecosystem.

AI-Powered Assistance: The AI agent automates the process, reducing the hassle of manually completing transactions on other websites.

Encrypted Transactions: Ensures secure processing of sensitive payment and delivery details.

Order Tracking: Users can track their purchases directly within the Amazon app, simplifying order management.

Limitations and Considerations

While the ‘Buy for Me’ feature enhances convenience, certain aspects remain outside Amazon’s direct control:

Delivery, returns, exchanges, and customer service are managed by the third-party brand store, not Amazon.

Limited Availability: Currently, the feature is being tested with a small number of brand stores and products.

No Expansion Plans Yet: Amazon has not disclosed plans to roll out this feature globally, including in India.

Amazon’s ‘Shop Direct’ Feature: A Parallel Initiative

Alongside ‘Buy for Me’, Amazon is also testing ‘Shop Direct’, another feature designed to facilitate shopping from external retailers. Unlike ‘Buy for Me’, where transactions occur within Amazon’s platform, ‘Shop Direct’ redirects users to the retailer’s official website for checkout. Amazon began testing ‘Shop Direct’ earlier this year, indicating a broader strategy to integrate third-party sellers more seamlessly into its marketplace.

Availability of ‘Buy for Me’

Amazon has rolled out the ‘Buy for Me’ feature in beta mode for select users in the United States. It is accessible through the Amazon Shopping app on Android and iOS. The company plans to gradually expand the selection of products and brand stores available through this feature. However, no official timeline has been provided for its release in other markets.

Conclusion

Amazon’s ‘Buy for Me’ feature represents a significant step towards AI-driven e-commerce automation. By leveraging advanced AI models, Amazon aims to enhance user convenience and expand product availability beyond its marketplace. While the feature is still in beta and has some limitations, it could redefine the way online shoppers interact with third-party retailers. As Amazon refines its AI-powered shopping tools, it remains to be seen how widely this feature will be adopted and whether it will make its way to other regions, including India.