Buy for Me
Also known as: Amazon Buy for Me
Amazon's outbound-agent feature - Rufus can complete purchases on external retailer sites (500+ partners as of Q1 2026). Amazon-mediated checkout using stored Amazon credentials.
Buy for Me is Amazon's first outbound-agent product, launched late 2024. Inside Rufus, when a shopper asks for a product Amazon doesn't sell, the agent can complete the purchase on the external retailer's site - using the shopper's stored Amazon credentials and payment.
For brands, Buy for Me is a strategic trade-off, not a tactical one. Opting in provides access to Amazon's shopper base without listing on Amazon's own catalog. Opting in costs the customer relationship - Amazon holds the email, order history, and re-marketing rights by default. Take rate is roughly 10-15%.
500+ partner retailers as of Q1 2026, growing steadily. Categories represented most strongly: fashion/accessories, specialty gifting, outdoor/adventure, some home + wellness. Categories underrepresented: household consumables and personal care (Amazon dominates these on its own catalog).
See also
Amazon Rufus
Amazon's in-app AI shopping assistant. Launched 2024; now GA across US + UK + DE + ES + FR + IT + IN + JP. Powered by Amazon Nova.
Agent merchant of record
The party legally responsible for the transaction and the customer relationship when an agent closes a sale. Determines who owns the customer data, refund handling, and margin capture.
UCP (Universal Commerce Protocol)
Google + Shopify + retail-consortium open protocol for agent commerce, endorsed at NRF 2026 by 20+ retailers including Walmart, Target, Wayfair, Etsy, and (as of Q1 2026) Amazon.
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