Amazon is currently testing a new AI feature called “Buy for Me,” designed to enhance the shopping experience by allowing users to purchase products from other websites. This feature is part of Amazon’s efforts to streamline online shopping for its customers. The pilot program is available to a limited group of U.S. customers using the Amazon shopping app on Android and iOS devices. The “Buy for Me” functionality utilizes Amazon’s Bedrock AI software, enabling the AI to handle the entire purchasing process seamlessly.
Users will notice the feature in search results under a category titled “Shop brand sites directly.” When selecting a product, customers can tap the “Buy for Me” option, prompting the AI to initiate the purchase from the brand’s website. This includes securely providing necessary information like the buyer’s name, address, and payment details, without requiring further input from the user. Oliver Messenger, Amazon’s shopping director, emphasized the goal of this feature is to make shopping more convenient by allowing users to easily find and purchase items not available on Amazon.
Once the purchase is completed, customers will receive a confirmation email from the respective brand, and they can track their orders through the “Your Orders” section of the app. As this feature is still in its testing phase, the selection of brands and products remains limited, but Amazon plans to expand its offerings in the future. This initiative reflects Amazon’s commitment to integrating more AI solutions into its shopping ecosystem, following the introduction of their conversational AI assistant, Rufus. In summary, “Buy for Me” represents a significant step in making online shopping easier and more efficient, further cementing Amazon’s position in the retail market.