Amazon has introduced the ‘Buy for me’ button in the United States, a new feature on its shopping app aimed at revolutionizing the retail landscape. This feature enables shoppers to purchase products from other websites using Amazon’s familiar checkout process, even if the products are not available on Amazon itself. The initiative aims to create a seamless shopping experience by consolidating purchases through one platform.
ParcelHero, a home delivery specialist, notes that this feature could significantly transform the retail sector, similar to how Amazon’s initial website disrupted traditional retail since its inception. Currently, ‘Buy for me’ is in a beta trial, accessible to a subset of US customers on iOS and Android devices, working with a limited number of brand stores and products. Depending on the success of this phase, Amazon plans to expand the feature to include more retailers and products.
David Jinks, Head of Consumer Research at ParcelHero, observes that ‘Buy for me’ brings Amazon closer to its goal of becoming the primary channel for all consumer purchases. The feature employs “agentic AI,” an autonomous artificial intelligence program, to facilitate shoppers in finding branded items and making purchases without having to log in to multiple store accounts or re-enter payment and address details.
When shoppers search for items within the Amazon app, they might encounter products from other stores in a section named “Shop brand sites directly.” After tapping the item, they are directed to Amazon’s checkout page to finalize order details. This process includes delivery addresses, applicable taxes, shipping fees, and payment methods. Customers can then track their orders via the Amazon app, enhancing convenience and user experience.
The system ensures secure handling of order and payment details without accessing specific items, maintaining a layer of privacy. Despite this, Amazon might leverage the influx of shoppers to offer fulfillment and logistics services to rival retailers through its established logistics network. Notably, the feature is available to all Amazon app users, expanding its accessibility.
Jinks emphasizes that the success of this feature depends on its reliability and customer trust in AI. The beta test aims to validate the system’s robustness before a full-scale launch. If successful, ‘Buy for me’ could become a standard part of everyday shopping in both the US and the UK, integrating more customers and sellers into Amazon’s ecosystem.
