Amazon has initiated trials for a new AI shopping assistant called, “Buy for Me.” This feature offers products from external (non-Amazon) websites when Amazon does not have the searched item. In effect, Amazon users can select and request a purchase without leaving the Amazon Shopping application.
Joining the ranks of companies like OpenAI, Google, and Perplexity, Amazon aims to expand its e-commerce dominance with AI agents. The Buy of Me shopping assistant will autonomously visit external sites to complete transactions, entering user details such as name, shipping address, and payment information.
Powered by Amazon a combination of Nova AI and Anthropic’s Claude, the Buy for Me feature incorporates encryption to protect users’ billing data on third-party websites, differing from the approaches taken by competitors that require manual credit card input. However, concerns exist regarding the reliability of AI in handling transactions accurately.
Users must trust that the assistant will execute orders correctly while relinquishing control over portions of the shopping process. Additionally, for returns or exchanges, customers will be directed to the original seller’s website or digital storefront. The willingness of Amazon users to embrace this new technology is unknown.
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