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Amazon Tests “Buy for Me” Feature Powered by AI for Third-Party Websites
E-commerce giant Amazon is currently experimenting with a new “Buy for Me” button within its mobile application, enabling users to purchase products from external, third-party websites without leaving the Amazon ecosystem. This innovative feature leverages agentic artificial intelligence (AI) to facilitate purchases on behalf of the user, streamlining the online shopping experience.
Simplifying Online Purchases with Agentic AI
Recently, Amazon initiated a trial that redirected users to the websites of other brands for items not directly available on Amazon. However, the “Buy for Me” feature represents a significant evolution. Instead of simply linking to external sites and requiring users to manually input payment and shipping details, this new functionality automates the entire purchasing process.
The “Buy for Me” feature is powered by Amazon’s Nova AI system, which now incorporates a novel model capable of executing actions directly within a web browser, alongside Anthropic’s Claude. This integration aims to provide a seamless and efficient shopping experience.
How “Buy for Me” Works
Upon selecting an item compatible with the feature, users will see comprehensive product information displayed directly within the Amazon application. Activating the “Buy for Me” button will then present an Amazon checkout interface, allowing users to confirm their payment details.
Secure and Streamlined Checkout
Amazon’s AI will then securely transmit encrypted user information, including name, address, and payment credentials, to finalize the checkout process on the external brand’s website. The company assures users that it cannot access previous or independent order histories from third-party sites. While order tracking will be available directly through Amazon, customers will need to visit the respective brand’s website for customer support inquiries and return processing.
Future Expansion and Partner Participation
Currently, Amazon has not disclosed whether it will receive a commission from “Buy for Me” transactions. However, the company has indicated that third-party businesses have the option to decline participation in the program. The “Buy for Me” functionality is presently accessible to a limited group of users in the United States operating on iOS and Android platforms. Amazon is also testing the feature with a restricted number of brands and product offerings initially, with plans for broader implementation in the future as the trial progresses.