Amazon (NASDAQ:AMZN) is trialing a new agentic AI capability within the Amazon Shopping app, allowing users to buy products from external brand websites while remaining in the app. This test comes as part of ongoing efforts to streamline the shopping experience, combining convenience with expanded product accessibility. Observers note that this initiative could influence how digital marketplaces integrate third-party purchases seamlessly with native platforms.
How Does the Buy for Me Feature Work?
The feature, known as Buy for Me, uses an AI agent to process purchases on behalf of customers. When a shopper selects an item, the application provides an option for the AI to place the order from a brand’s online store, without the need to leave the app.
What Advantages Do Brand Stores Experience?
Brands benefit from increased exposure, as their products appear alongside Amazon and third-party items in search results. This arrangement facilitates smoother transitions for interested buyers while offering brand stores a new channel for customer engagement.
Reports from various outlets confirm that similar AI-powered shopping experiments have been underway for some time. Other news sources have noted that features like Shop brand sites directly were designed to link shoppers to external retailers, highlighting a broader industry trend towards interconnectivity in online commerce.
The Buy for Me feature is currently in its beta phase and accessible to a select group of U.S. customers. When users search for branded products, they may notice an extra option labeled “Shop brand sites directly,” which integrates seamlessly into their shopping flow.
Company officials have provided insights into the practical aspects of the initiative.
“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,”
stated Oliver Messenger, shopping director at Amazon.
“Earning trust is a cornerstone for the success of AI agents, and we’ve designed this experience to operate transparently in its interactions with customers and brand stores. The customer is in control of the AI agent acting on their behalf, and brands have the choice if they want to participate and benefit from the increased brand visibility, customer engagement and sales.”
Users who choose the AI-assisted option receive an order confirmation email from the respective brand and can monitor the order through the Amazon Shopping app. This integrated approach ensures that the buyer remains informed throughout the process while seamlessly accessing external retail offers.
The integration of agentic AI within a major shopping platform like Amazon underscores the trend towards cohesive digital marketplaces that bridge in-app experiences with external services. A careful look at earlier tests reveals similar efforts to merge multiple purchasing channels, indicating that such initiatives may soon become a standard element in online retail. Industry observers advise that those interested in digital commerce should monitor how these features evolve and assess the impact on traditional buying patterns.
