Amazon has announced a significant update to its mobile app, introducing a "Buy for Me" feature that enables users to purchase products from third-party websites without leaving the app. This innovative feature is powered by agentic AI, allowing Amazon to securely provide payment information and shipping details to complete the checkout process on behalf of the user.

The "Buy for Me" feature builds upon Amazon's previous test, which directed users to other brands' websites for products not sold on the platform. However, this new feature takes it a step further by eliminating the need for users to fill out payment details and shipping addresses on third-party sites. Instead, Amazon's Nova AI system, in conjunction with Anthropic's Claude, performs these actions within the user's browser, providing a seamless checkout experience.

When a user selects a product that supports the "Buy for Me" feature, they will see all product details directly within the Amazon app. Upon pressing the "Buy for Me" button, an Amazon checkout page will appear, allowing users to verify their payment information. Amazon will then use AI to securely provide the necessary details to complete the checkout process on the third-party website. Notably, Amazon claims it cannot view previous or separate orders from third-party sites, and users will need to visit the other brand's site for customer service and returns.

It remains unclear whether Amazon will receive a commission on "Buy for Me" purchases, but the company has stated that third-party companies can opt out of the feature. Currently, "Buy for Me" is available to a limited subset of users in the US on iOS and Android devices, with Amazon planning to expand the feature to more users and brands in the future.

The implications of this feature are significant, as it could potentially disrupt the traditional e-commerce landscape. By streamlining the checkout process and providing a more seamless experience, Amazon may be able to attract more users and increase sales. However, it also raises concerns about data privacy and security, as users will need to trust Amazon with their sensitive information.

Industry experts will be watching closely to see how this feature evolves and how users respond to the new checkout experience. As Amazon continues to push the boundaries of e-commerce innovation, it will be important to monitor the impact of "Buy for Me" on the industry as a whole.