Amazon has unveiled a groundbreaking new feature that allows customers to purchase products from third-party websites directly through the Amazon mobile app. The "Buy for Me" function, currently being tested with select US users, represents a major shift in online shopping convenience.
The new system, powered by Amazon's Nova AI technology and Anthropic's Claude, acts as a personal shopping assistant that can complete purchases on other retailers' websites while keeping users within Amazon's familiar interface.
When shoppers find items not available on Amazon, the "Buy for Me" button appears, displaying product details within the app. After confirming payment information on an Amazon checkout page, the AI system securely handles the entire transaction on the external website using encrypted customer data.
While orders can be tracked through Amazon, customer service and returns must be handled directly with the third-party retailer. The company emphasizes that it cannot access users' separate orders from external sites.
The feature is currently limited to specific brands and products on iOS and Android devices, with plans for expansion. Third-party retailers have the option to opt out of the program.
This development positions Amazon at the forefront of AI-assisted shopping, joining companies like OpenAI and Google in developing automated purchasing agents. However, Amazon's approach differs by managing sensitive payment information through encryption, rather than requiring manual entry.
As the testing phase progresses, questions remain about consumer trust in AI-managed transactions and the potential impact on Amazon's dominance in e-commerce. The success of "Buy for Me" could reshape how people approach online shopping across multiple platforms.