We all know the pain: You find a product, only to realize it’s not available on Amazon. You click through to a brand’s website, re-enter shipping info, create a new account, and… there goes your time and patience.
Amazon’s answer? An AI assistant that buys it for you.
Dubbed “Buy for Me,” this new feature—currently in beta for select U.S. users—lets Amazon act as your personal shopper on third-party websites, even when those products aren’t sold directly on Amazon.
Yes, really.
So What Exactly Is “Buy for Me”?
At its core, it’s an AI-powered checkout assistant that handles purchases on external brand sites, right inside the Amazon app.
Here’s how it works:
- You search for a product on Amazon as usual
- A new section appears: “Shop brand sites directly”
- Products with the ‘Buy for Me’ tag can be tapped to open a detailed product page (from the brand’s own site), seamlessly inside Amazon
- Tap the buy button, confirm your info once, and Amazon’s AI handles checkout on your behalf
- The brand ships the item, and you manage tracking in your Amazon app
Think of it as Amazon becoming your e-commerce concierge, no matter where the item is actually sold.
Read more:
- 4 Must-Have Tech Deals From Amazon’s Spring Sale Right Now
- My Favorite Amazon Deal Today: Meta Quest 3S “Batman: Arkham Shadow” Bundle Drops to $269
Why This Matters: Amazon Wants to Be The Shopping Interface
Amazon already offers more than 300 million products. So why do this?
Because even that isn’t enough.
“Buy for Me” signals a shift in how Amazon sees itself — not just as the biggest store online, but as the unified front-end to all online shopping.
It’s Amazon saying:
“Even if we don’t sell it, we’ll get it for you.”
This expands Amazon’s reach without forcing every brand to become a seller on their platform. Brands get visibility. Shoppers get convenience. And Amazon keeps users inside its ecosystem longer.
It’s the ChatGPT moment for shopping — but without requiring you to leave the app.
But What About Security, Returns, and Support?
There’s a caveat:
While Amazon handles the purchase, the order itself still belongs to the brand.
- Customer support? Through the brand.
- Returns? Also handled via the brand.
- Tracking? Inside Amazon — under a new “Buy for Me” tab.
In short, Amazon’s AI acts like a bridge, not a replacement. You still engage with the original seller for the post-sale experience.
That’s a key distinction — one that keeps Amazon’s logistics clean, while offering users a new level of convenience.
GeekInter’s Take: This Could Reshape the Future of E-Commerce
“Buy for Me” isn’t just a quirky AI beta feature. It’s a clear signal of Amazon’s long-term strategy to abstract the e-commerce layer, turning the brand into the operating system for shopping.
And it’s brilliant.
- It simplifies the user journey
- Keeps users inside Amazon’s app
- Expands their influence over affiliate-like purchases
- Collects even more shopping behavior data
The tech is still early, and yes — there are trust, security, and UX challenges ahead. But if Amazon can iron those out, this is the kind of feature that might make the entire web feel like one seamless checkout.
What’s Next?
If the feature goes mainstream, expect ripple effects:
- Other marketplaces (like Walmart, Shopify, even Apple) may launch their own AI checkout bridges
- Affiliate models might evolve into AI-based micro-commissions
- Consumers might stop caring which site sells the item, as long as one app can buy it all
That last part? It changes everything.
