Amazon, known for its vast product selection, is implementing a new approach in its shopping platform. This beta feature allows customers to be redirected to external brand websites when searching for products that Amazon does not carry.
Inspired by the classic holiday film “Miracle on 34th Street,” where Macy’s Santa redirects a shopper to a competitor to find the desired gift, Amazon aims to enhance customer satisfaction. The strategy addresses the growing competition from online retailers like Temu and Shein.
In the new Amazon Shopping feature, select products from other retailers will appear in search results, even if Amazon doesn’t stock them. Customers can seamlessly navigate to the retailer’s website by clicking the provided link. They can review product details, compare prices, and make purchases directly from the brand. The product information displayed on Amazon is sourced from and regularly updated by the retailer’s website.
To ensure customer transparency, Amazon clearly notifies shoppers when they leave its platform with a pop-up message. Furthermore, the company emphasizes that it will not share personal information with external retailers.
Some brands participating in the trial offer Amazon’s “Buy with Prime” service. This provides Prime members with convenient checkout using their Amazon account and payment details. Notably, Amazon confirms that the feature will not be limited to brands offering “Buy with Prime.”
Amazon’s Vice President of Search and Conversational Shopping, Rajiv Mehta, explains that the initiative aims to expand product offerings and enhance the shopping experience for customers. The feature is currently being tested among select iOS and Android app users, with plans to expand based on feedback.
Brands that wish to take part in the trial can contact branddirect@amazon.com for inclusion or opt-out options. Amazon states that it will not gather data on customer interactions with brand websites after they leave Amazon’s browser.
This move aligns with Amazon’s recent efforts to strengthen its luxury and premium brand portfolio and compete with low-cost options from Temu, Shein, and TikTok Shop. By providing a seamless transition to external brand websites, Amazon aims to increase customer loyalty and solidify its position as a one-stop shopping destination.
Original source: Read the full article on TechCrunch
