Introduction to Amazon’s New Feature
Amazon is testing a new feature called "Buy for Me" that allows users to purchase products from third-party websites without leaving the Amazon mobile app. This feature is powered by agentic AI, which enables Amazon to purchase items on behalf of the user.
How the Feature Works
The "Buy for Me" feature is an extension of a test Amazon rolled out last month, where users were directed to other brands’ websites for products that Amazon doesn’t sell. However, with this new feature, users won’t have to fill out their payment details and shipping address on the third-party website. Instead, the "Buy for Me" button will do all the work for them. The feature uses Amazon’s Nova AI system, which includes a new model capable of performing actions within the user’s browser, along with Anthropic’s Claude.
Using the "Buy for Me" Feature
When a user taps on an item that supports the "Buy for Me" feature, they will see all the product details directly within the Amazon app. Pressing the "Buy for Me" button will bring up an Amazon checkout page, where the user can verify their payment information. Amazon will then use AI to securely provide the user’s encrypted name, address, and payment details to complete the checkout process on the brand’s website.
Security and Customer Service
Amazon claims that it cannot view previous or separate orders from third-party sites. While users will be able to track their orders directly on Amazon, they will have to visit the other brand’s site for customer service and returns. This raises questions about the security and privacy of user data, as well as the potential for errors or issues with orders.
Availability and Expansion
The "Buy for Me" feature is currently available to a subset of users in the US on iOS and Android devices. Amazon is testing it with a limited number of brands and products for now, but it plans to expand the feature in the future. It is unclear whether Amazon will receive a cut of "Buy for Me" purchases, but third-party companies can opt out of the feature if they choose to do so.
Conclusion
The "Buy for Me" feature has the potential to revolutionize the way users shop on Amazon, making it easier and more convenient to purchase products from third-party websites. However, it also raises important questions about security, privacy, and customer service. As Amazon continues to test and expand the feature, it will be important to address these concerns and ensure that users have a seamless and secure shopping experience.
