Amazon’s ‘Buy for me’ button is set to revolutionise shopping & it’s likely to come to the UK

Amazon could transform the retail landscape once again with its new ‘Buy for me’ button on its shopping app. Currently, the feature is only available as a small-scale beta trial in the USA. If it proves successful, however, the final release version will enable customers to buy products from a wide range of brand sites using the Amazon app’s familiar checkout procedure.

The home delivery expert Parcelhero says ‘Buy for me’ could create a genuine one-stop-shop that will revolutionise retailing similar to the way that the original Amazon website upturned traditional retail following its launch in 1994.

Parcelhero’s Head of Consumer Research, David Jinks M.I.L.T., says: ‘Back in 2015, following the launch of Amazon Logistics, we released “Amazon’s Prime Ambition”, a study revealing that the online giant’s ultimate aim was to become the conduit through which everything we buy flows. Amazon’s new “Buy for me” feature brings that goal a step closer.

‘“Buy for me” helps customers discover and seamlessly purchase products from other brands’ sites if those items are not sold on Amazon. The new feature is currently live in the Amazon shopping app on both iOS and Android but, so far, it is only available to “a subset of US customers”, to use Amazon’s terminology. As yet, it only works with a limited number of brand stores and products but Amazon plans to incorporate many more retailers and goods as it gains experience and feedback.

‘The new feature is powered by “agentic AI”, an artificial intelligence programme that acts autonomously to make decisions. As far as the customer’s user experience is concerned, it’s all incredibly simple.

‘When shoppers search for branded items in the Amazon shopping app, as well as Amazon’s own products and those of its marketplace traders, they may also see additional products from other stores in a separate section of search results titled “Shop brand sites directly”.

‘Customers may then see a link to “Buy for me”. Once they have tapped the item, they will see product information that looks very similar to the usual Amazon descriptions. They can then tap the “Buy for me” button. Customers are taken to Amazon’s checkout page where they confirm order details, including preferred delivery address, any applicable taxes and shipping fees and payment method.

‘As usual, shoppers will then be able to track their order via the Amazon shopping app. In effect, the process eliminates creating or logging in to multiple different store accounts, remembering passwords, entering payment and address details, etc.

‘Amazon’s AI will populate other retailers’ order details and payment pages securely, so that even Amazon can’t see what is being ordered from other sites. Even though that means no direct link is being established between Amazon and rival retailers, it could create further opportunities for the online giant.

‘For example, it can offer other brands integration with its fulfillment and logistics services, since customers are already arriving via Amazon. Here in the UK, Amazon is now, astonishingly, the second-largest courier, with 17% of the market, beaten only by the Royal Mail with 25% of the market. Amazon will be able to utilise its ever-expanding third-party logistics service to deliver rival retailers’ products.

‘As a further incentive, anyone who shops using the Amazon app will be able to access the service as it’s not only for Amazon’s Prime Members.

‘Of course, AI has some way to go before it becomes infallible. Consumers will have to trust the system with their payment details and be confident it will place orders correctly. That’s why it’s being launched as a beta test while its reliability is proven. However, if it does come through testing successfully and proves to be robust, it’s very likely to become a feature of everyday shopping on both sides of the Pond. Ultimately, this is an innovative way of Amazon sucking more customers and sellers into its ecosphere and keeping them there.

‘Back in 2015, Parcelhero’s far-sighted report successfully predicted a number of other tactics Amazon was developing to ensure its future as the pipeline through which everything is bought. These included drone deliveries, smart doorbell drop-offs and the expansion of Amazon Logistics as a courier for companies beyond Amazon. What’s next? With tech such as 3D printing waiting in the wings, there’s a lot more to come. Read the full report at:  https://www.parcelhero.com/content/downloads/pdfs/amazon/amazons-prime-ambition-parcelhero-industry-report.pdf