Amazon is rolling out an exciting new feature called “Buy for Me,” allowing users to purchase products from other websites without leaving the app. This innovative artificial intelligence (AI) feature, currently in beta testing, is available to select users on Android and iOS. It aims to enhance the shopping experience by simplifying the process of buying from various brands.
With the introduction of Buy for Me, Amazon is using AI technology to act as a shopping assistant. This feature builds on a recent addition where Amazon began showcasing products from other websites in a section called “Shop brand sites directly.” Users can now find items they may not typically associate with Amazon, and if they decide to buy, the Buy for Me feature streamlines the purchasing process.
To utilize this feature, users can search for products that are not available on Amazon and tagged with the “Shop brand sites directly” label. When they click on a product, they are taken to a detailed page where they can gather more information. If they want to proceed with the purchase, tapping the Buy for Me button directs them to a secure Amazon checkout page for confirmation of shipping details and payment information. The AI agent then takes care of placing the order on the user’s behalf, ensuring that personal information is securely transmitted to the third-party website.
While Amazon handles the purchase, all aspects of delivery, returns, and customer service remain under the control of the brand’s website. Users can still track their orders through the Buy for Me Orders tab within the app.
Amazon has not disclosed much about the AI technology behind this feature, but it operates on Amazon Bedrock, utilizing the company’s own Nova AI models along with Anthropic’s Claude models.
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