Amazon launches 'Buy for Me' feature to help customers shop from other brands
Amazon
has launched a new feature called "Buy for Me" in beta for a small group of US customers using the
Amazon Shopping app
on iOS and Android. The feature allows customers to find and purchase certain products from other brands' websites when those products are not available on Amazon.
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Amazon plans to start with a limited number of brands and products and will expand the feature based on customer feedback.
Currently, Amazon offers hundreds of millions of products across more than 35 categories, including home, apparel, electronics, media, beauty, grocery, sports and outdoors, automotive, and everyday essentials. More than 300 million items are available with fast, free Prime delivery, the company said.
'We're always working to invent new ways to make shopping even more convenient, and we've created Buy for Me to help customers quickly and easily find and buy products from other brand stores if we don't currently sell those items in our store,' said Oliver Messenger, shopping director at Amazon.
In addition to Buy for Me, Amazon is expanding its use of AI with a tool called Interests, which recommends products based on customers' hobbies and passions by tracking available items in Amazon's store.
'This new feature uses agentic AI to help customers purchase from other brands within the Amazon Shopping app, while also giving brands more exposure,' he added.
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The launch comes at a time when ecommerce majors Amazon and Flipkart are competing closely for market share. Adding to the competitive pressures, the United States will reportedly demand full access to India's ecommerce market for Amazon and Walmart while negotiating a bilateral trade pact,
according to a report by ET
.
Right now, India only allows US ecommerce companies to run online marketplaces If India were to open up its $125-billion ecommerce market fully, Amazon and Walmart (through Flipkart) would be able to directly sell products to Indian customers and compete head-on with powerful local companies like Reliance Group, which is expanding its retail and online operations under billionaire Mukesh Ambani.
Revenue gains
The ecommerce giant operates several divisions in India, including Amazon Transport, Amazon Seller, Amazon Pay and Amazon Retail.
Amazon Seller Services, the Indian marketplace division of Amazon, recorded a 24% rise in revenue, reaching Rs 6,649 crore, up from Rs 5,380 crore in the previous financial year. This category mainly includes earnings from advertising, as
reported by ET in November
.
Meanwhile, Amazon has infused
Rs 350 crore into Amazon Pay
India, as the fintech arm looks to step up its game against leading payment companies such as PhonePe and Google Pay.
Flipkart Internet
, the marketplace arm of Walmart-owned Flipkart, recorded an even more
impressive 50% surge in advertising
revenue for FY24, reaching Rs 4,972 crore, compared to Rs 3,325 crore in the previous year.
Flipkart's fintech app,
Super.money, is actively seeking
fresh funding and is in advanced talks to lead a $35-40 million funding round, which could potentially include external investors for the first time.
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