Amazon has introduced a new feature called Buy for Me, currently in beta, allowing users to purchase items from other websites through the Amazon Shopping app. This feature, available to select customers in the US on iOS and Android, aims to facilitate the purchase of products not directly sold by Amazon. Using “agentic AI”, users will see relevant products from various brands alongside Amazon results. By tapping “Buy for Me”, Amazon securely completes the transaction on the brand’s website with encrypted user information. While Amazon won’t access past orders, delivery and customer service remain the responsibility of the brand stores.
Amazon has recently unveiled an exciting feature known as Buy for Me. This new offering allows Amazon to purchase items on your behalf from various external websites. It’s designed for products that are not directly available on Amazon, and the entire process is conducted within the Amazon Shopping app, where Buy for Me is currently being tested in beta.
However, this is just a limited trial phase, as it is now accessible “for a subset of customers” in the US on both iOS and Android devices. The initial test includes a small selection of brand stores and products, but Amazon intends to expand access to more customers along with an increased variety of brands and products in the near future.
This new capability utilizes “agentic AI”, which has become a prominent buzzword in early 2025. Here’s how it functions: when you initiate a search within the Amazon app, you’ll not only see results from Amazon and its marketplace sellers, but also, “in certain cases, additional relevant products from other stores listed in a separate segment of search results,” according to Amazon.
This segment is labeled “Shop brand sites directly”. For selected items, you can find the option to “Buy for Me”. By tapping on an item, you will be redirected to the product page. When you select Buy for Me, Amazon will proceed to purchase the item from the respective brand’s website. You check out through Amazon, after which they securely transmit your encrypted name, address, and payment information to complete the order on the brand’s website.
Amazon assures users that it will not have access to any previous or separate orders made on the brand’s site. After Amazon completes the purchase on your behalf, you will receive an order confirmation from the brand, and you can track your order in the Your Orders section under the Buy for Me Orders tab in the Amazon Shopping app. Delivery, returns, exchanges, and customer support will be handled by the brand store, rather than Amazon.
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