What: Amazon's "Buy For Me" feature enables AI agents to purchase products directly from brand websites outside its ecosystem, marking a strategic shift to maintain its position as consumers' primary shopping destination.

Why it is important: This revolutionary departure from Amazon's closed ecosystem strategy signals a fundamental shift in retail, where AI-driven customer experience takes precedence over platform exclusivity, reflecting the industry's adaptation to changing consumer preferences. Amazon's introduction of "Buy For Me" represents a dramatic shift in the company's long-standing strategy of maintaining a closed ecosystem. This new feature allows AI agents to purchase products directly from brand websites when items aren't available on Amazon's platform, prioritising customer convenience over traditional transaction revenue. The beta programme, currently available to select U.S. customers, keeps users within the Amazon app interface while enabling purchases across external platforms. This strategic move positions Amazon at the forefront of AI-driven shopping, particularly significant as the company battles with OpenAI and others to control the future of shopping agents. The feature's implementation with brands like Rothy's demonstrates its practical application, allowing retailers to showcase their full product range to Amazon customers without listing their entire catalogue on the platform. This initiative reflects Amazon's recognition that maintaining its position as consumers' primary shopping destination is more valuable than protecting its traditional revenue streams.

IADS Notes: The launch of Amazon's "Buy For Me" feature in April 2025 represents a pivotal moment in retail's AI transformation journey. This development aligns with findings from January 2025 showing that 38% of global consumers were already embracing AI shopping tools, demonstrating perfect timing for Amazon's strategic shift. The feature's introduction follows a broader industry trend, where AI-influenced shopping reached USD 229 billion during the 2024 holiday season. Amazon's decision to break from its walled garden approach appears particularly astute given Accenture's revelation that 73% of consumers feel overwhelmed by online shopping choices. This move also validates Amazon Stores CEO Doug Herrington's January 2025 prediction that AI would spawn entirely new retail formats, with "Buy For Me" exemplifying this evolution. The feature's potential impact is further supported by Adobe's March 2025 report showing that retailers implementing AI solutions experienced 8% higher engagement rates, suggesting Amazon's cross-platform approach could set new standards for AI-driven retail experiences.

Amazon ‘Buy For Me’ is the latest entrant in the AI shopping agent race