Amazon Launches Yet Another AI-Powered Shopping Tool
Amazon has introduced a new beta feature called ‘Buy for Me’ within its Shopping app, designed to simplify online shopping by enabling customers to purchase products from other brands’ websites directly through the Amazon interface. This feature is currently being trialled with a limited number of customers in the United States and includes a curated selection of brand stores and products. The company plans to expand the offering based on user feedback.
The ‘Buy for Me’ feature is activated when users search for branded items within the Amazon Shopping app. In addition to the usual results from Amazon and third-party sellers, a new section titled ‘Shop brand sites directly’ may appear, showcasing relevant items from other retailers. If a customer selects a product with the ‘Buy for Me’ option, they are taken to a dedicated product detail page within the Amazon app, offering information similar to what they would find on a standard Amazon listing. To complete the purchase, they tap a ‘Buy for Me’ button, which leads them to an Amazon checkout page.
Using AI capabilities powered by Amazon Bedrock and models such as Amazon Nova and Anthropic’s Claude, Amazon securely transmits the customer’s encrypted information to the brand’s website to finalise the purchase. Customers receive an order confirmation directly from the brand and can track their purchase within a new ‘Buy for Me Orders’ section in the Amazon app. It’s important to note that all fulfilment, returns, exchanges and customer service are handled directly by the brand.
The ‘Buy for Me’ feature could have a significant impact on both brands and customers. For brands, it presents a valuable opportunity to gain exposure to Amazon’s vast customer base without having to list products directly on the Amazon marketplace. This is particularly beneficial for niche or premium brands that prefer to retain control over their customer relationships and fulfilment processes. As purchases are made within the familiar Amazon ecosystem, this could also lead to higher conversion rates by reducing friction in the customer journey.
For shoppers, ‘Buy for Me’ offers a more streamlined and convenient way to discover and purchase products from various brands without leaving the Amazon app. Customers can use their saved payment details and delivery addresses to complete purchases, saving time and avoiding the hassle of navigating unfamiliar websites. While deliveries and customer support will be managed by the respective brands, Amazon’s centralised order tracking adds an extra layer of convenience and transparency. However, customers should be aware that returns policies and service standards may vary between brands, adding a slight layer of complexity compared to buying directly from Amazon or its marketplace sellers.
Amazon’s investment in ‘Buy for Me’ highlights its focus on expanding product availability and enhancing customer convenience. By incorporating AI-driven features, the company is aiming to foster greater loyalty and deepen its role in the broader e-commerce landscape. For brands, the new tool offers increased visibility and a unique sales channel, while for customers, it provides a seamless and familiar way to shop across multiple retailers.
Overall, ‘Buy for Me’ has the potential to expand the variety of products available to Amazon shoppers and make buying from external brand websites easier than ever. As shopping agents become an increasingly integral part of online retail, Amazon’s move into this space positions it as a key player in the next evolution of digital commerce.
