Amazon Staying Ahead of Disruption With Buy For Me Feature: Look Out Buy With Prime?

Regardless of what happens with AI, if the agents take over the universe, Amazon wants to be right there with it. At this point, Amazon has so many levels of merchandise:

* First-Party: What Amazon buys.

* Third-Party: What third-parties sell directly on Amazon's marketplace (with or without Prime)

* Brand site items: What brands sell on their own websites without the Prime guarantee (new)

* Buy With Prime: What brands sell on their own websites with the Prime Guarantee

Some of these brand site items are not Prime, and some are (BWP). Could this new program to pull in more off-site items into Amazon search effectively make Buy With Prime irrelevant (due to the scale of the efforts)

Of course I have questions:

* Will Buy With Prime automatically include you in Brand site items?

* Will those items be marked Buy With Prime or just Prime?

* How do you get your brand items excluded from Amazon site for any reason?

(if not in the Amazon search, wouldn't BWP seems like a penalty?).

* Could this eventually replace the Buy With Prime program?

Part of my meaning is this: it takes a while to launch a Buy With Prime merchant. It requires integration, and all those things. So much so that Amazon has taken to creating press releases and announcements almost with every victory. It reminds me of their old Web Stores product: potentially good idea, but is it a good enough idea at Amazon scale?

The advertising revenue generated by including off-site items on Amazon seems like it could dwarf any advantage or profits created by Buy With Prime very quickly -- and then what?

Every idea Amazon has, must not just be judged on its own merits, but can it get to meaningful Amazon scale.

Counter take: Despite slowly accumulating some meaningful brands, it is possible that in another way this is an "accelerator" for Buy With Prime. Meaning, the BWP team now has a much bigger surface area to sell. And perhaps Amazon's agent approach could cut down integration time to zero.

More questions to answer.