Amazon is currently testing the new Buy for Me feature in the US version of its shopping app. This allows customers to order products directly from brands via Amazon, even if those brands are not listed in the Amazon store. This is made possible through the integration of external webshops into the search results, accompanied by a purchasing process where Amazon acts as an intermediary. The entire order is processed directly within the Amazon app. The feature uses agent-based AI to place the order in the respective brand’s webshop. Currently, the function is in beta testing for selected users in the USA.
What do vendors & sellers need to consider?
External brand presence can influence Amazon search: Brands that do not sell directly through Amazon can still appear prominently in the search results in the future. This increases competitive pressure in the visible area.
Stronger brand loyalty becomes more important: Sellers and vendors should strategically position their brand in order not to fall behind competing external shops in search results.
Conversion can happen with third parties despite Amazon traffic: Even if a customer searches via Amazon, the final transaction can take place with another shop. Amazon benefits, while vendors/sellers may not benefit directly.
