Amazon has begun trials for a new AI shopping feature named “Buy for Me,” targeted at a limited group of users, as announced in a blog post. This innovative feature aims to streamline the shopping experience by offering users products from external websites when Amazon does not have the desired items in stock. Shoppers can simply select these products within the Amazon Shopping app and request their purchase without navigating away from the app. This move sees Amazon joining the ranks of other tech companies like OpenAI, Google, and Perplexity, which are also experimenting with AI shopping agents that assist users in making purchases across the internet.
While Amazon is widely regarded as a leading online shopping platform, “Buy for Me” could enhance its competitive edge in the e-commerce landscape, potentially enabling the company to capture a larger market share. The AI shopping agent operates by visiting third-party websites, selecting the requested product, and automatically entering the user’s name, shipping address, and payment details to complete the purchase. The feature relies on Amazon’s Nova AI models, including contributions from Anthropic’s Claude. A notable aspect of this feature is its encryption method, which securely inserts billing information on external sites without allowing Amazon to see the specific purchases made outside its platform.
However, entrusting AI with credit card information may raise concerns for many users, as there is a risk of errors during the shopping process. For instance, an AI could mistakenly order an excessive quantity of items. Additionally, customers may find themselves relinquishing some control over their shopping experience. In cases of returns or exchanges, users will need to navigate to the original digital storefront of the external purchase.
It remains to be seen how receptive users will be to this new AI-driven shopping experience.