Dive Brief:
- Amazon launched Buy for Me, an agentic AI feature that lets customers purchase items from third-party sites from within the Amazon Shopping app, the company announced Thursday. The feature is live on Android and iOS systems for a subset of U.S. users.
- When a customer searches for an eligible branded item that isn’t available in Amazon’s store, they will be offered a Buy for Me link with a product detail page and the option to have Amazon purchase the item from the brand on the customer’s behalf.
- Once the purchase is made, the customer receives confirmation from the brand store but can track their order through the Buy for Me orders tab in the Amazon Shopping app. The third-party brand handles delivery, returns and exchanges, and customer service.
Dive Insight:
Buy for Me is designed to let customers purchase items without needing to open another app or webpage. The goal is to help customers find more products and make their shopping process more seamless, an Amazon spokesperson told CX Dive.
Buy for Me works alongside another feature that sends customers directly to third-party sites for products it doesn’t sell, which launched in February.
Both tests are available via “shop brand sites directly” widget in the Amazon Shopping app, according to Amazon. When asked whether Buy for Me could replace the earlier feature, the spokesperson stated that Amazon is evaluating customer responses to both experiences.
Surveys have found varying levels of comfort with AI-driven experiences. While many consumers say they have used AI search tools when shopping online, research has also found that most aren’t comfortable with AI making purchases on their behalf.
Amazon highlighted trust and transparency as “a cornerstone for the success of AI agents” in its announcement.
Consumers often distrust AI in general, and companies need to be cautious about how they roll out tools that use personal data, experts say.
Buy for Me aims to build trust by encrypting the customer’s name, address and payment details to complete the checkout process on third-party sites. Additionally, Amazon can’t see customers’ other orders from those brands.
