Amazon is shaking things up with their new “Buy for Me” feature — allowing mobile customers to shop products off-Amazon products. Buy for Me allows an AI agent to purchase participating products for you from the brand’s site, all within the Amazon shopping app.
This update transforms Amazon from just a marketplace into a more versatile shopping hub, letting you discover and buy products from other retailers, all in one streamlined experience.
What is Amazon's New "Buy for Me" Feature?
Amazon’s new "Buy for Me" feature empowers users to seamlessly shop outside of Amazon’s inventory, without leaving their shopping app. Buy for Me is currently available to a limited group of US mobile users and only works with select brands and products, as it’s currently in beta phase.
When a shopper searches for a product, they may see a new section labeled “Shop brand sites directly.” Tapping an eligible product displays an Amazon-style detail page—within the app—but from the brand’s own website. Here’s how it works:
- You search for a product in the Amazon app.
- If it’s not sold by Amazon, you might see a “Shop brand sites directly” section in search results.
- Tap the item, and you’ll get a product page inside Amazon.
- Hit the “Buy for Me” button, and Amazon’s AI fills in your payment/shipping info (securely encrypted) and checks out on the brand’s website for you.
- Get order updates in your Amazon app, but shipping, returns, and customer service go through the brand.
How the "Buy for Me" Feature Changes Amazon's Historical Strategy
Amazon has put a great deal of effort into creating a loyal consumer base that shops for almost everything they need through them. This move towards allowing Amazon customers to shop directly on brand’s websites is a major shift in their strategy.
This feature is another example of their strong focus on customer experience. Even if Amazon doesn’t sell a product, they want you to start and finish your shopping in their app. By helping you buy from other brand’s websites, Amazon makes sure you never have to leave, even if the product comes from somewhere else.
How Amazon's "Buy for Me" Feature Benefits Brands
Brands can now utilize the Buy for Me feature to show up in Amazon search results even if they don’t sell directly on the platform. That means access to Amazon’s massive traffic, without having to give up control or pay fees for listing products there. If you’re interested in having your products featured in Amazon’s Buy for Me feature, reach out to [email protected].
If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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