Amazon’s “Buy for Me” agent will shop other brands’ sites for you

Most AI shopping features stop at a recommendation. Amazon’s “Buy for Me” goes further: when you search for something Amazon doesn’t sell, the app can surface it from a brand’s own website and — if you tap Buy for Me — complete the checkout there on your behalf. Amazon describes it as an agentic feature, live in beta in the Shopping app on iOS and Android for a subset of U.S. customers.

Under the hood it runs on Amazon Nova and Anthropic’s Claude models: the agent securely provides your encrypted name, address, and payment details to finish checkout on the brand’s site. You get an order confirmation from that brand, and delivery, returns, exchanges, and customer service are handled by the store, not Amazon — worth knowing before you buy this way.

It’s one of the first mainstream examples of an agent that buys across the open web for a consumer — and a live test of a question worth asking of any of them: whose interests does the agent serve when the company running it is itself a store? OwnWise’s answer is to sit on the other side — a buy-side AI with no inventory to move, focused on whether a purchase is right for you and what coverage you already have, not on closing the sale.