Amazon has begun testing an innovative feature called ‘Buy for Me,’ which leverages agentic AI to facilitate purchases from other online retailers directly within its mobile app. Currently available to a limited number of users and brands in the US, this feature represents a notable development in Amazon’s e-commerce strategy. The ‘Buy for Me’ feature allows customers to discover and buy products that are not available on Amazon. This functionality, based on Amazon’s Nova AI system, incorporates a new model that can perform actions within web browsers, alongside Anthropic’s Claude AI model.

This initiative builds on a previous test from February, where Amazon displayed products from third-party retailers, directing users to those sites. This new feature enhances the shopping experience within the Amazon app by enabling users to quickly access a wider range of products. When searching for items using the app’s search bar, shoppers will encounter results not only from Amazon but also from third-party sellers. Some searches will even display a dedicated section marked ‘Shop brand sites directly.’

To utilize the ‘Buy for Me’ feature, users simply select an item labeled with this tag.

A detailed product page will then appear, mirroring the design of Amazon’s own product detail pages. If you choose to make a purchase, Amazon will handle the transaction through the other retailer’s website on your behalf. The app provides a checkout page to confirm details like order confirmation, delivery address, and payment method. Amazon uses AI agents to securely relay your encrypted personal information to finalize the purchase.

Currently integrated into Amazon’s apps for iOS and Android, this feature is still in its testing phase but may see broader implementation based on user feedback.