What Is Amazon’s “Buy For Me” Feature? How Is It Helpful?

The innovation bell rings again at Amazon! The eCommerce giant has started testing the beta version of a new in-app feature called “Buy For Me”. This feature is available for a limited number of users in the USA through the Amazon iOS and mobile apps.

With over 300 million products available across more than 35 categories, Amazon’s convenience and variety are unmatched. But what happens when the product you’re looking for isn’t available on Amazon? That’s where this new “Buy for Me” feature comes in.

Let’s understand this feature and how it will simplify buyers’ shopping experience.

What Is Amazon’s “Buy for Me” Feature?

“Buy for Me” is an AI-driven shopping assistant that enables Amazon to purchase items for you directly from a brand’s official website. When you browse the Amazon app and search for a specific product or product, if it is not available on Amazon, you will find it under a new section called “Shop brand sites directly”. This section is separate from Amazon’s usual listings and includes links to products sold on brand websites.

You’ll notice a “Buy for Me” button when you select an item from this section. Clicking it takes you to a product detail page inside the Amazon app. This page shows product information similar to a regular Amazon listing. If you decide to buy, Amazon handles the transaction on your behalf using agentic AI. This technology can carry out tasks independently, including securely entering your shipping and payment details.

Steps Involved in Amazon’s “Buy For Me” Process

Product Search and Discovery

When you search for a branded product in the Amazon app, you’ll see traditional results from Amazon’s store and third-party sellers and a separate section labeled “Shop brand sites directly.” This section includes relevant products from other brand websites that are unavailable on Amazon.

Product Detail Page

Suppose a product has the “Buy for Me” option; tapping on the product takes you to its detailed product page, similar to any Amazon listing. Here, you can read about the product before buying it.

Amazon Purchases for You

Interested in the product? Tap the “Buy for Me” button. Amazon will process the checkout on the brand’s site using encrypted customer details and demographics, including your name, address, and payment information.

Track and Manage Your Order

Once the purchase is complete, you’ll receive a confirmation from the brand store, not from Amazon. You can track your order in the “Buy for Me Orders” tab within the Amazon app. The brand handles all customer service issues, such as returns or exchanges.

Why Amazon’s “Buy For Me” Matters for Shoppers and Brands

For online shoppers, “Buy for Me” is super convenient. It expands Amazon’s massive product selection by opening the door to even more brand-exclusive products. At the same time, it removes the hassle of navigating multiple websites, creating new accounts, or re-entering payment details. Everything is done within the trusted and secure Amazon app.

For brands, this feature is a fantastic opportunity to increase visibility and sales by reaching the vast customer base of the eCommerce giant while maintaining control over sales and customer relationships.

Innovation in Online Shopping Takes a New Turn: Amazon’s “Buy For Me” Feature

Though Amazon’s “Buy for Me” feature is still in its early stages, it is a strong signal of where online shopping is headed. By combining AI-driven personalization with smooth third-party integration, Amazon surpasses being just a marketplace to a full-service shopping assistant.

[Also read: Mastering the AI Wave in Commerce: Strategies for Data-Driven Success]

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