Amazon is testing a new agentic AI powered feature in its Amazon Shopping app, enabling customers to buy from other brand retailer websites when items are not available on Amazon itself.

The ‘Buy for Me’ feature, currently available in beta form, is accessible on both iOS and Android devices, but only for a subset of U.S. customers at this stage.

The feature is being trialled with a limited number of brand stores and products, with Amazon planning a broader rollout based on user feedback. The integration of ‘Buy for Me’ into the shopping experience is designed to show results from Amazon, third-party sellers, and other stores in a separate section labeled ‘Shop brand sites directly.’

Customers can request Amazon to purchase items on their behalf by tapping the ‘Buy for Me’ button, which redirects them to an Amazon checkout page. Amazon employs agentic artificial intelligence (AI) to securely provide customer details necessary to complete purchases on brand websites. Order confirmation, delivery, returns, and customer service are managed by the brand store itself.

The feature is powered by Amazon Bedrock, Amazon Nova, and Anthropic’s Claude models, which support agentic capabilities. Agentic AI is designed to perform tasks with minimal human intervention, with a focus on transparency and customer control.

Amazon’s shopping director, Oliver Messenger, said: “We’re always working to invent new ways to make shopping even more convenient, and we’ve created Buy For Me to help customers quickly and easily find and buy products from other brand stores if we don’t currently sell those items in our store.

“This new feature uses agentic AI to help customers seamlessly purchase from other brands within the familiar Amazon Shopping app, while also giving brands increased exposure and seamless conversion.”