Amazon is rolling out a new artificial intelligence (AI) feature designed to facilitate purchases from other websites on behalf of users. The company announced the beta launch of the “Buy for Me” feature on Thursday, which is currently available to a select group of users through its Android and iOS applications. This innovative tool leverages both native and third-party AI models to enhance the shopping experience.
Amazon’s Buy for Me Utilizes Nova and Claude AI Models
The tech giant detailed the launch of the Buy for Me feature in a newsroom post. This announcement follows Amazon’s introduction of a new section dubbed “Shop brand sites directly,” which debuted a month prior. This section, also in beta, enables shoppers to view products not typically available on the Amazon platform. For those interested in purchasing an item, a redirect to the brand’s website is provided.
With the introduction of Buy for Me, Amazon aims to simplify the shopping process by deploying an AI agent that allows users to make purchases without needing to leave the app. Currently, the feature is accessible to a limited number of users in the U.S. and is compatible with a select range of products offered through the Android and iOS applications.
Amazon Buy for Me feature
Photo Credit: Amazon
To utilize the AI-driven feature, users must search for products labeled with “Shop brand sites directly” that are not found on Amazon. Upon selecting an item, they will be directed to a product detail page within the app, where they can access additional information about the item.
If the user opts to proceed with the purchase, they can click the Buy for Me button. This action will take them to an Amazon checkout page where they can verify their delivery address, taxes, shipping fees, and payment method. At this point, the AI agent takes over to finalize the purchase. Amazon ensures that the agent securely transmits the user’s encrypted name, address, and payment information to the third-party website. Importantly, Amazon does not have access to prior or separate orders placed on other brands’ sites.
While the purchasing process will be facilitated by Amazon, all aspects related to delivery, returns, exchanges, and customer service will be handled by the third-party website. Nonetheless, users can track their orders using the Your Order page under the Buy for Me Orders tab within the app.
The company has not disclosed detailed information about the AI agent, but it has confirmed that it operates on Amazon Bedrock, utilizing both its internal Nova models and Anthropic’s Claude models.
