Amazon provides more details on Google-like 'Buy for Me' feature
Amazon is beta testing a new e-commerce feature that brings its app closer to being a Google-style search platform and has agentic AI capabilities.
In February 2025, the online giant announced it was beta testing a new shopping feature on its app where it displays select products in its search results even if it doesn’t sell them in its store and links to the brand’s website so customers can purchase items there.
[READ MORE: Amazon takes on Google with mobile search-based shopping pilot]
Now, Amazon is live with the feature, officially known as "Buy for Me," in its iOS and Android shopping app for a subset of U.S. customers. The retailer will begin testing with a limited number of brand stores and products, with plans to roll out to more customers and incorporate more brand stores and products based on feedback.
How it works
When customers participating in the beta look for branded items in the search bar in the Amazon shopping app, they will see relevant results from Amazon and third-party sellers in its store, and in some cases, additional relevant products from other stores in a separate section of search results labeled, "Shop brand sites directly."
Customers can link directly to these sites, or in some cases, customers will see a link to Buy for Me. To shop brand sites directly using Buy for Me, customers tap on an item that says Buy for Me in search results listed under "Shop brand sites directly."
They are then taken to a product detail page within the Amazon shopping app. This page provides relevant product information, similar to product detail pages for items Amazon sells.
If a customer decides to proceed with Buy for Me purchase, they tap on the Buy for Me button on the product detail page to request Amazon make the purchase from the brand retailer’s website on their behalf.
Customers are taken to an Amazon checkout page where they confirm order details, including preferred delivery address, applicable taxes and shipping fees, and payment method.
Using agentic AI capabilities, Amazon makes the purchase by securely providing the customer’s encrypted name, address, and payment details to complete the checkout process on the brand’s website. Amazon cannot see customers’ previous or separate orders from other brands’ sites.
Once Amazon makes the purchase on a customer’s behalf, the customer will receive an order confirmation email from the brand store and be able to track their order in the Amazon shopping app. Delivery, returns and exchanges, and customer service are managed by the brand retailer, and customers can contact the brand retailer with any questions regarding their order.
Google has allowed consumers to shop search results for products from various brands and retailers since 2002. In 2021, the company began displaying deals right on its Shopping tab, and has let retailers sell on its platform for free since 2020.
Buy for Me is enabled by AI. The experience runs on the Amazon Bedrock managed generative AI service, with the Amazon Nova and Anthropic Claude AI models support the app’s agentic capabilities that autonomously execute decisions to complete the purchase from start to finish on a customer’s behalf.
"We’re always working to invent new ways to make shopping even more convenient, and we’ve created Buy For Me to help customers quickly and easily find and buy products from other brand stores if we don’t currently sell those items in our store," said Oliver Messenger, shopping director, Amazon. "This new feature uses agentic AI to help customers seamlessly purchase from other brands within the familiar Amazon Shopping app, while also giving brands increased exposure and seamless conversion."
