Amazon is piloting a new service, named Buy for Me, within its shopping application, to let customers shop products from other brand sites that are not listed on its platform.
The feature is currently available to a select group of users in the US across both iOS and Android devices.
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The initial phase involves a small number of brand stores and items, with intentions to expand based on user feedback.
The new feature is powered by AI and uses Agentic AI capabilities.
Amazon shopping director Oliver Messenger stated: “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.
“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.”
When shoppers use the Amazon Shopping application to look for specific brand products, they will encounter search outcomes that include offerings from both Amazon’s own inventory and third-party sellers within the platform.
A separate section entitled “Shop brand sites directly” may also present in the search results, showcasing related items from external retailers and providing access to their websites.
Clicking “Buy for me” prompts Amazon to buy the product from the brand’s website using AI.
Once Amazon completes the purchase on behalf of the customer, an order confirmation is sent from the brand’s store, allowing the customer to track their order within the Amazon app under the “Buy for Me Orders” tab.
The new service relies on Amazon Bedrock infrastructure and foundation models such as Amazon Nova and Anthropic’s Claude to execute complete transactions autonomously.
In January 2025, Amazon introduced Watch and Shop – a new feature that combines interactive video content with the convenience of online shopping for its customers in India.
The mobile-centric, visually stimulating platform offers an engaging avenue for consumers to explore and buy products from a wide range of categories.
