Strategic Planning
Amazon’s “Buy for Me” and the Rise of AI Shopping Agents: What Comes Next for Retailers?
Amazon has launched a feature that could change the future of online shopping. The new “Buy for Me” service, now rolling out in the US, acts as an AI shopping agent, not just helping you find products, but purchasing them from other retailers’ websites without you ever leaving the Amazon app.
26 July 2025
3 min read
You’re browsing the Amazon app for a pair of Nike running shoes. Amazon doesn’t stock that specific model, but instead of hitting a dead end, it shows you the product directly from Nike.com. Tap Buy for Me, and Amazon’s AI agent takes over, selecting your size, navigating Nike’s checkout, entering your delivery and payment info, and placing the order on your behalf.
All without needing a Nike account. All without leaving Amazon.
Why This Matters
This isn’t just a feature, it’s a signpost. We’re entering an era where AI agents act as shoppers, not just assistants. They’ll navigate websites, make choices, and complete purchases in the background while you carry on scrolling.
For retailers, this raises urgent questions:
Is your site optimised for agents?
Most eCommerce platforms are designed for humans. But if your checkout process confuses an AI agent, you may be invisible in the next wave of digital shopping.
Who owns the customer relationship?
If the entire experience is intermediated by Amazon, does Nike, or any brand, still “own” that customer?
Will you opt in or opt out?
Letting AI agents transact on your site opens up reach and convenience but at what cost to data and brand control?
Agentic Commerce Is Already Here
AI is no longer just helping people shop, it’s doing the shopping. That demands a rethink of everything from how websites are structured to how product data is shared and how loyalty is built.
Retailers need to start preparing now:
#1 Clean, structured product data
#2 Streamlined, agent-friendly checkout flows
#3 A clear stance on partnerships with third-party AI agents
The “Buy for Me” era is here, and the brands that adapt quickly will lead the way in this new, AI-native retail landscape.
All without needing a Nike account. All without leaving Amazon.
Why This Matters
This isn’t just a feature, it’s a signpost. We’re entering an era where AI agents act as shoppers, not just assistants. They’ll navigate websites, make choices, and complete purchases in the background while you carry on scrolling.
For retailers, this raises urgent questions:
Is your site optimised for agents?
Most eCommerce platforms are designed for humans. But if your checkout process confuses an AI agent, you may be invisible in the next wave of digital shopping.
Who owns the customer relationship?
If the entire experience is intermediated by Amazon, does Nike, or any brand, still “own” that customer?
Will you opt in or opt out?
Letting AI agents transact on your site opens up reach and convenience but at what cost to data and brand control?
Agentic Commerce Is Already Here
AI is no longer just helping people shop, it’s doing the shopping. That demands a rethink of everything from how websites are structured to how product data is shared and how loyalty is built.
Retailers need to start preparing now:
#1 Clean, structured product data
#2 Streamlined, agent-friendly checkout flows
#3 A clear stance on partnerships with third-party AI agents
The “Buy for Me” era is here, and the brands that adapt quickly will lead the way in this new, AI-native retail landscape.