The Amazon artificial intelligence ensures that you don't leave without having made a purchase.
Amazon has started testing a new feature called "Buy for Me," which uses an artificial intelligence agent to purchase products from other websites on your behalf.
Amazon is advancing toward a future of online shopping that will heavily rely on artificial intelligence. In early 2025, the company introduced its AI agent named Rufus, designed to provide product information and assist users in locating the items they want. Shortly thereafter, another AI tool called Interests was launched on its shopping platform. Additionally, the new AI assistant Alexa+ can place orders semi-autonomously, managing everything from grocery purchases to appointment bookings.
Recently, Amazon began testing a new AI agent called "Buy for Me," which will allow users to purchase products from other websites in case they are not available on Amazon, all without leaving the app. This functionality is currently in a testing phase for a select group of users in the United States, available on both Android and iPhone apps. The company has stated that its goal is to make it even easier for customers to find the products they desire.
The system has been seamlessly integrated into the main shopping experience, allowing users to view listings of products from other sites under the new header "Shop brand sites directly." To use this feature, users simply need to tap on the product and select the "Buy for Me" option. Amazon then connects to the relevant website and takes customers directly to the checkout page to confirm the order. The company mentions that, through AI capabilities, it securely completes the purchase by providing encrypted customer data, such as name, address, and payment methods.
Once the purchase is made, the third-party brand will send an order confirmation to the registered email, and users can track the logistical status through the new "Buy for Me Orders" tab in the Amazon app. There are no additional costs for using Buy for Me, and a Prime subscription is not required.
It's important to note that by using the Buy for Me option, the user agrees to pay an additional amount of up to $10 on top of an estimated total provided by Amazon, which may differ from the final amount calculated by the external store. Moreover, no promotional codes apply to products purchased through this system, and only one product can be acquired at a time via this experimental feature. It is also reiterated that Amazon's return and refund policies do not apply to these orders.
This new AI-driven shopping advancement is based on Amazon's Nova and Claude models from Anthropic. Amazon is already developing another tool called Nova Act, which will handle web browsing tasks and make purchases on behalf of users, such as ordering food delivery.
It is estimated that Amazon will invest around $100 billion in artificial intelligence during 2025, with a significant portion of this investment aimed at developing Amazon Web Services and other AI projects.
