Amazon’s ‘Buy for Me...

Amazon has started testing another AI-powered feature called “Buy for Me,” which allows the e-commerce company to make purchases for you from other websites. Specifically, from the actual website of a brand you’re looking looking up. The experience is built into the Amazon app. When you search for an item from a particular brand, you may see a section of results labeled “Shop brand sites directly” separate from the results you’ll get from Amazon and its third-party sellers.

If you click on the “Buy for Me” button underneath an item in the separate results section, you’ll be taken to a product detail page right inside the Amazon app. The company says the page will provide relevant product information similar to the product details in Amazon’s own listings. Amazon will purchase the item for you from the brand’s website if you decide to go through with the transaction. It uses agentic AI, a type of AI that doesn’t need human intervention, to provide your name, address and payment details for the checkout process. Your details are encrypted, Amazon says, and it will not be able to see your previous and future orders from brands’ websites. You’ll receive a confirmation email from the brand store itself for your purchase, but you can track your order within the Amazon app through the new Buy for Me Orders tab in the Your Orders page.

The company didn’t say whether it’s getting a commission from your purchases made through the experimental feature, but that’s probably the end goal for it. For now, the feature is still in beta and will only be available to a subset of customers on the US on its iOS and Amazon apps. The test will also only feature a limited number of brand stores and products for now. Just a few days ago, Amazon also released an AI-powered feature called “Interests,” which can process prompts in every day language related to your, well, interests. You can, for instance, type in “Brewing tools and gadgets for coffee lovers” to get relevant notifications for Amazon’s deals and offerings.