Amazon tests a feature that directs shoppers to external brands’ websites

This shift could impact third-party sellers and expand shopping options beyond Amazon’s marketplace

Highlights

• Amazon is testing a new feature that directs customers to brands’ websites for out-of-stock products.
• The beta test is currently available to select U.S. customers on iOS and Android.
• Customers will see external products in search results and can click to visit the brand’s website.
• Amazon says it will not share users’ personal information with brands when they click links.

Amazon is testing a new shopping feature that sends customers directly to brands’ websites when it doesn’t carry a product they search for. The feature is currently in beta and available to a subset of U.S. users on the Amazon Shopping app for iOS and Android.

According to Amazon, the new tool will allow users to find relevant products in its store, as well as select products from other brands’ websites. “We’re experimenting with helping customers find products from other brands’ sites when they search in the Amazon Shopping app,” the company said.

How the feature works

When a customer searches for an item Amazon doesn’t sell, the app may display results that include products from external retailers. These products will appear alongside Amazon’s listings, including third-party sellers. If a user clicks on a product link that leads to a brand’s website, they will see a pop-up message stating, “You’re leaving Amazon.”

Customers can then visit the brand’s website to check pricing, and delivery options, and complete a purchase directly from that retailer. Amazon confirms that product details shown in its search results come directly from the brands’ websites and are updated regularly.

A new Amazon Shopping app feature sends users to brands’ websites when Amazon doesn’t carry a searched product. Currently in beta for select U.S. users, the tool integrates external retailers’ listings alongside Amazon’s. Clicking a product link prompts a notice before redirecting shoppers to complete purchases directly from the brand.

Amazon says personal data won’t be shared

Amazon has stated that it will not share users’ personal information with brands when they click these external links. However, once on the brand’s website, customers will be subject to that retailer’s data policies and terms of service.

Some brands participating in the test may offer Buy with Prime, a checkout service that allows Prime members to use their Amazon account and payment information on external retail sites. However, Amazon says the test is not limited to brands offering Buy with Prime.

Expansion plans based on user feedback

Amazon says this feature is still in the testing phase, and it will expand to more users and brands based on feedback. While the company hasn’t disclosed which brands are currently part of the test, it emphasized that more retailers could be included in the future.

Subscribe to get 1 email each week with the top 10 digital marketing headlines www.thekeyword.co/newsletter

Join 6000+ Marketing Executives