Amazon has initiated testing of “Buy for Me,” an AI-driven shopping assistant designed to enable users to purchase products from third-party websites directly through the Amazon Shopping app. This feature aims to streamline the purchasing process by allowing users to complete transactions without navigating away from Amazon’s platform.
When a desired product is unavailable on Amazon, “Buy for Me” presents users with options from external retailers. Upon selection, the AI agent autonomously visits the third-party site, fills in the user’s shipping and payment details, and finalizes the purchase on their behalf. Amazon asserts that this process employs encryption to securely transmit billing information, ensuring that even Amazon cannot access the specifics of orders placed outside its platform.
The “Buy for Me” feature is powered by Amazon’s proprietary Nova AI models, supplemented by Anthropic’s Claude. Notably, Nova Act, an AI agent unveiled earlier this week, is capable of autonomously navigating websites, suggesting its potential role in this new shopping assistant.
Currently, “Buy for Me” is being tested with a select group of users and a limited range of brands and products. Amazon has not specified a timeline for broader availability but plans to expand the feature to more users and brands in the future. Third-party companies have the option to opt out of this program.
While the integration of AI into the shopping experience offers convenience, it also raises concerns regarding reliability and user trust. AI systems are known to occasionally produce errors, and users may be apprehensive about entrusting an AI with their payment information and purchasing decisions. Additionally, customer service and returns for purchases made through “Buy for Me” must be handled directly with the third-party retailer, potentially complicating the resolution process.
Amazon’s foray into AI-assisted shopping reflects a broader industry trend, with companies like OpenAI, Google, and Perplexity also exploring similar technologies. As AI continues to evolve, its integration into e-commerce platforms is poised to redefine the online shopping landscape, offering both opportunities and challenges for consumers and retailers alike.
