Amazon has initiated testing of its novel AI-powered shopping feature, dubbed “Buy for Me,” with a select group of users, as announced in a blog post on Thursday.

When Amazon does not carry a product that users are searching for, the Buy for Me feature will suggest alternatives available on other websites. Users can then choose and request to purchase one of these products directly from the Amazon Shopping app without having to leave the platform.

Amazon joins the ranks of companies like OpenAI, Google, and Perplexity in unveiling an AI shopping agent. These agents are capable of visiting websites and assisting users with purchases. Given Amazon’s status as the primary online shopping destination for many, the introduction of Buy for Me could potentially expand its e-commerce market share.

Behind the scenes, Amazon’s AI shopping agent will navigate to an external website, select the product requested by the user, and automatically fill in the user’s name, shipping address, and payment details to complete the purchase, according to Amazon.

The Buy for Me feature is reportedly powered by Amazon’s Nova AI models, as well as Anthropic’s Claude. This includes the possibility of utilizing Nova Act, an AI agent capable of autonomously using websites, which Amazon introduced earlier this week.

According to Amazon’s blog post, the Buy for Me feature employs encryption to securely enter a user’s billing information on third-party sites. This approach differs from that of OpenAI and Google’s agents, which require users to manually enter their credit card information. It also contrasts with Perplexity’s AI agent, which utilizes a prepaid debit card for purchases.

The idea of entrusting credit card information to AI, which is susceptible to hallucinations and errors, may raise concerns among users. In TechCrunch’s experience, AI shopping agents often experience delays in processing requests and can become stuck at various stages.

Essentially, Amazon is asking users to trust that its agent will not inadvertently purchase excessive quantities of an item, such as 1,000 pairs of socks instead of 10. Users must also accept a reduced level of control over their shopping experience. In the event of a return or exchange, Buy for Me will direct customers to the digital storefront where the AI agent made the purchase.

It remains to be seen how many users will be willing to adopt this new feature.