Amazon introduces AI shopping assistant to buy from third-party sites

Amazon has started testing a new AI-powered shopping tool called “Buy for Me.” This feature, announced in a blog post on Thursday, allows a select group of users to purchase items from third-party websites without leaving the Amazon Shopping app.

How the “Buy for Me” feature works

If you search for a product on Amazon and the platform does not sell it, the “Buy for Me” tool will show listings from other online retailers. You can then choose one of these options and request to buy it directly through the Amazon Shopping app. This means you no longer need to visit external websites to complete your purchase.

The AI assistant works by visiting a third-party website, selecting the item you requested, and automatically filling in your name, shipping address, and payment details to complete the transaction. According to Amazon, this process is designed to make shopping more convenient and seamless for users.

Competing with other AI shopping tools

Amazon is not the first company to introduce an AI shopping agent. Tech giants such as OpenAI, Google, and Perplexity have already developed similar tools that help users find and purchase products online. However, Amazon’s approach could set it apart by integrating directly into its popular shopping app.

The company says the feature is powered by its Amazon Nova AI models and Anthropic’s Claude AI. One of these models, Nova Act, was unveiled earlier this week and is designed to navigate websites and complete tasks independently.

Is AI shopping safe?

One of the biggest concerns about AI-driven shopping is security. Handing over your payment details to AI may worry some users, especially as AI is known to make mistakes. To address this, Amazon states that “Buy for Me” uses encryption to input your billing information on third-party sites securely. The company also emphasises that it cannot see what you are ordering outside its platform, unlike other AI shopping tools requiring users to enter credit card details manually.

Despite these assurances, AI shopping is not without risks. Some AI assistants have struggled to complete purchases accurately, sometimes taking a long time to process requests or getting stuck mid-transaction. Users must also trust that Amazon’s AI will not mistakenly place large or incorrect orders, such as buying 1,000 items instead of 10.

Additionally, handling returns and exchanges could be more complicated. If you need to return an item, Amazon will direct you to the retailer’s website where the purchase was made rather than managing the return process itself.

As Amazon continues testing “Buy for Me,” it remains to be seen how many shoppers will trust AI to handle their online purchases.