Amazon is exploring a new feature that redirects shoppers from its app to other brands’ websites when they search for specific products not available on Amazon. This initiative aims to enhance user experience by providing access to products beyond Amazon’s inventory. The feature will initially be accessible to a select group of customers using the iOS and Android versions of the Amazon mobile app.
The feature operates by displaying certain products in search results, even if Amazon does not sell them. The product information is sourced directly from the retailer's website and is consistently updated. When users click on these products, a pop-up message will inform them, "You're leaving Amazon," ensuring clarity about their shopping destination.
Amazon has stated that it will not share users' personal information with brands when links are clicked, maintaining user privacy. The feature will support brands that offer "Buy with Prime," a checkout service allowing Prime members to make purchases on a retailer's website using their Amazon account and payment information. However, the experience will not be limited to brands offering "Buy with Prime."
Currently, this feature is in beta testing and available to a subset of U.S. customers who use the Amazon Shopping app. Feedback from these users will inform potential expansion to other customers and brands. Over the past year, Amazon has diversified its offerings by adding more premium and luxury brands, such as Clinique, Estée Lauder, Oura Rings, Armani Beauty, Kate Spade New York, Kiehl's, and Dolce & Gabbana Beauty.
Amazon assures that it will not have data regarding customer interactions on brands' websites after they leave Amazon's site through the in-app browser. This approach is likely a strategic move by Amazon to remain competitive in the e-commerce space, particularly against Chinese e-commerce platforms like Temu and Shein.
The new feature underscores Amazon's commitment to providing a seamless shopping experience while maintaining its hallmark services of fast delivery, easy returns, and robust customer support through Prime. As the beta testing phase progresses, Amazon will consider user feedback to refine and potentially broaden this capability.
Leave a Reply