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Amazon has quietly rolled out a feature that’s easy to overlook but impossible to ignore.
It’s called Buy For Me, and it changes how shoppers interact with DTC brands online. More importantly, it signals where Amazon, and e-commerce at large, is headed next.
Let’s break it down.
What Is “Buy For Me”?
“Buy For Me” allows Amazon users to purchase products from non-Amazon websites without leaving the Amazon app.
Here’s how it works: If a customer searches for a product and finds one sold by a DTC brand outside Amazon’s ecosystem, Amazon’s assistant can complete the transaction using stored payment and shipping information. The product is bought directly from the brand’s site, but the shopper never has to leave Amazon’s interface.
It’s frictionless, fast, and happening entirely within Amazon’s walls, even when the sale technically isn’t.
Why It Matters
At first glance, this might look like Amazon giving up control of the checkout. It’s not. It’s Amazon doing what it does best: tightening its grip on product discovery.
Here’s the bigger picture:
1. Amazon Becomes the Front Door for More Brands
Even if a brand doesn’t sell on Amazon, their product could still show up in search results, and now, convert. That shifts Amazon’s role from seller to shopping interface. It’s no longer just about Prime listings; it’s about owning the entire product discovery experience.
2. More Time Spent in the Amazon Ecosystem
By reducing the need to bounce between apps or browsers, Amazon keeps users in its environment longer. That’s good for user experience, and for Amazon’s advertising business.
3. New Ad Opportunities for Brands
Even though Amazon isn’t taking a commission on these transactions (yet), brands will still need visibility. Expect ad dollars to follow. Tools like Amazon DSP and Sponsored Products will likely play a bigger role in helping DTC brands surface in search.
4. A Response to Shopify, TikTok, and the Rise of DTC
This is Amazon’s counter to the rise of off-platform commerce. Instead of pulling users in, Amazon is pushing out, embedding itself in the DTC journey while keeping the experience seamless for the customer.
What It Means for DTC Brands
If you’ve built your business outside of Amazon, you’ve probably done so for good reason: control, margins, customer relationships.
But this shift creates an opportunity to tap into Amazon’s discovery engine, without handing over the entire business model. With “Buy For Me,” you can get found in Amazon’s search, let the transaction run through your site, and still own the customer relationship.
For brands that have stalled on traditional channels, it’s a way to restart growth without taking on new risk.
How to Get Ahead of It
This is still a new feature, but it’s likely just the beginning. DTC brands should be thinking now about how to use it to their advantage:
- Audit how your brand shows up on Amazon, even if you’re not actively selling there.
- Revisit your ad strategy. Amazon DSP may become a more valuable tool to drive high-intent traffic, even to your own site.
- Make sure your site can convert. If Amazon’s assistant is sending traffic your way, ensure the experience on your end holds up.
The Bottom Line
This isn’t about choosing between Amazon and DTC anymore. It’s about finding the intersection. “Buy For Me” is one of the clearest signs yet that smart brands will win by showing up in the right place, with the right offer, no matter where the final click happens.
If you’re wondering how this shift fits into your broader marketplace strategy, now’s the time to get ahead of it. Visibility is moving upstream. Smart brands will move with it.
