Amazon is introducing a new feature called “Buy for Me” in its shopping app, currently being tested in beta for select US users. This innovative tool aims to facilitate purchases from other retail stores directly within the Amazon platform. Despite Amazon’s extensive product catalog—which includes over 35 categories and millions of items—there are still some products that aren’t available for sale on the platform. The Buy for Me feature is part of Amazon’s ongoing effort to become a one-stop shopping destination.
The Buy for Me feature utilizes artificial intelligence to assist customers in purchasing items that are not sold on Amazon’s site. According to Amazon’s Shopping Director, Oliver Messenger, this new tool enhances the shopping experience by allowing users to find and buy products from other brands effortlessly within the familiar Amazon environment. The integration of AI not only simplifies the purchasing process but also offers brands increased visibility and conversion opportunities. For those chosen to participate in the beta, using Buy for Me is straightforward.
Users can search for a desired item, and if it’s not available on Amazon, the option to buy from an external retailer will appear. Tapping on this option takes users to a product detail page that resembles the familiar Amazon format. From there, users can proceed with the purchase by clicking the Buy for Me button, leading them to a checkout page to enter delivery details and payment information. Amazon assures that all personal data is encrypted for secure transactions.
It’s important to note that since purchases are made on external websites, customers will need to engage directly with those retailers for any returns or customer service issues. Although currently limited to selected brands and products, Amazon plans to expand this feature based on user feedback, aiming to include more options and wider accessibility in the future.
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