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Amazon Tests New AI-Powered “Buy for Me” Feature
Amazon has begun trials for a new AI-driven feature known as Buy for Me. This functionality enables users to make purchases directly from the websites of brands they are interested in, without leaving the Amazon app. When searching for products from specific brands, users will notice a distinct section titled “Shop brand sites directly,” which lists items separately from Amazon’s usual product offerings and those from third-party sellers.
Upon selecting the “Buy for Me” option beneath a product within this section, users are directed to a detailed product page that mimics the style and information density of Amazon’s listings. If a purchase is made, Amazon will facilitate the transaction with the brand directly. The feature utilizes agentic AI to automatically handle necessary details, such as the buyer’s name, address, and payment information, without requiring human intervention. According to Amazon, all sensitive data will be encrypted, and the company will not have access to users’ past or future orders made on brand websites. Confirmation emails for purchases will be sent from the brand’s store, although order tracking is made convenient through a new ‘Buy for Me Orders’ tab on the Amazon app.
Currently, Amazon has stated that it is not receiving any commissions from purchases conducted through this feature during the beta testing phase. However, the company has not disclosed whether it plans to implement commissions on sales in the future. The testing phase is limited to a small group of users in the U.S. utilizing iOS and the Amazon app, and only a select number of brand stores and products are included at this stage.
In addition to “Buy for Me,” Amazon recently unveiled another AI-enhanced tool called “Interests,” which interprets user prompts related to personal preferences. For example, typing in “Brewing tools and gadgets for coffee lovers” will yield relevant alerts about deals and products available on Amazon.
Update, April 05, 2025, 09:25 AM ET: Amazon has confirmed that it is not earning commissions from purchases made through this feature. This article has been updated to reflect this information.
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