Amazon is taking a significant step toward redefining the retail user journey with its experimental “Buy for Me” feature—a tool powered by agentic AI that enables users to purchase products from third-party websites without ever leaving the Amazon mobile app.
Amazon launches agentic AI ‘Buy for Me’ button
Currently in beta testing across a subset of US users on iOS and Android, the innovation could herald a new era of frictionless commerce and data-driven interoperability between platforms.
Agentic AI?
Agentic AI refers to artificial intelligence systems designed to exhibit autonomy, decision-making capabilities, and adaptability, essentially acting as agents on behalf of users or within a system.
These systems are designed to pursue complex goals and execute tasks with limited direct human supervision, often by using advanced techniques like reinforcement learning and evolutionary algorithms.
Traditionally, Amazon customers encountering out-of-stock or unavailable products were redirected to the brand’s own website to complete a transaction.
With “Buy for Me,” that multi-step process is eliminated.
Instead, Amazon’s Nova AI system, integrated with Anthropic’s Claude model, automatically fills out payment and shipping details on behalf of the customer, finalising purchases on external sites through Amazon’s familiar checkout interface.
The implications are profound.
Amazon is positioning itself not merely as a retailer, but as a centralised transaction hub for digital commerce — effectively transforming into a universal point-of-sale layer across the web.
Customers benefit from a simplified user experience, avoiding the need to create multiple accounts or re-enter sensitive information.
Once a purchase is completed, users can track their orders within the Amazon app, although customer service and returns remain the responsibility of the third-party retailer.
Agentic AI Limitations
Crucially, Amazon insists that it cannot access past purchases or unrelated orders from these external sites.
The company also states that it takes no commission from “Buy for Me” transactions, suggesting the primary motivation lies in deepening customer engagement and increasing data capture across shopping behaviours.
Parcelhero, a leading UK delivery and logistics analyst, sees “Buy for Me” as a natural evolution of Amazon’s long-term strategy.
David Jinks M.I.L.T., Head of Consumer Research, likens it to Amazon’s 2015 ambitions outlined in the firm’s “Prime Ambition” report, which predicted the company’s intent to become the infrastructure layer through which all consumer transactions pass.
“This innovation brings Amazon one step closer to becoming the conduit through which everything we buy flows,” Jinks notes.
By allowing agentic AI to act on behalf of the consumer, Amazon is embracing a future where AI not only recommends products but transacts on a user’s behalf.
This could have implications far beyond retail — from subscription renewals to financial services and bill payments.
For now, third-party brands must opt into the programme, and uptake is limited to select merchants.
But if successful, a UK launch appears highly likely, especially given Amazon’s dominant logistics footprint.
In the UK, Amazon is already the second-largest courier by volume, trailing only Royal Mail.
“Buy for Me” may eventually support Amazon Logistics as a fulfilment solution for rival retailers, expanding the company’s role as both platform and delivery provider.
The success of this initiative, however, depends heavily on consumer trust.
Customers must feel confident in Amazon’s ability to securely manage their personal data and accurately place orders on their behalf.
As AI continues to blur the lines between automation and agency, features like “Buy for Me” will test the boundaries of digital trust, privacy, and convenience in everyday commerce.
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