Amazon’s ‘Buy for Me’ expands shopping beyond its own store

SEATTLE—Amazon is testing a new beta feature, 'Buy for Me,' within the Amazon Shopping app. The feature is designed to help customers purchase items from other brand retailer websites when Amazon does not sell them directly. The feature is currently available to a select group of U.S. customers on iOS and Android, with plans for broader expansion.

With a vast selection of hundreds of millions of products across over 35 categories, Amazon aims to make shopping even more seamless. 'Buy for Me' lets customers discover and purchase select products from participating brand websites directly through the Amazon Shopping app.

“We’re always working to invent new ways to make shopping even more convenient, and we’ve created Buy For Me to help customers quickly and easily find and buy products from other brand stores if we don’t currently sell those items in our store,” said Oliver Messenger, shopping director, Amazon. “This new feature uses agentic AI to help customers seamlessly purchase from other brands within the familiar Amazon Shopping app, while also giving brands increased exposure and seamless conversion.”

How Buy for Me works:

1. Search and Discover: Customers searching for branded items in the Amazon Shopping app will see results from Amazon’s store and third-party sellers, along with additional relevant products under the 'Shop brand sites directly' section.
2. Tap and Learn: Clicking on a 'Buy for Me' item leads to a detailed product page within the Amazon Shopping app, providing essential product information similar to Amazon’s own listings.
3. Request Purchase: Customers who choose to proceed can tap 'Buy for Me' to request Amazon purchase the item on their behalf. Amazon then completes the purchase using encrypted customer details, handling checkout on the brand retailer’s website.
4. Track Orders: Once the purchase is made, customers receive order confirmations from the brand store and can track their orders within the Amazon Shopping app. The brand store manages returns and customer service.

Amazon’s 'Buy for Me' is powered by advanced agentic AI, leveraging Amazon Bedrock and models such as Amazon Nova and Anthropic’s Claude models. This AI automates the purchase process while maintaining customer security and control. Brands can participate, gaining increased visibility and engagement without compromising customer trust.