Amazon is redirecting users to brands' websites for unavailable products
What's the story
Amazon has announced a trial run of a new feature that redirects customers to the brands' websites for products not available in its inventory.
The innovative approach is currently in beta testing and will be accessible to a limited number of US customers using the Amazon Shopping app.
The move comes as an attempt by the e-commerce giant to enhance customer satisfaction and stay competitive amid rising online retail rivalry.
Functionality
How the new feature works
The new feature will show select goods in Amazon's search results, even if they're not sold by the company.
Instead of a purchase option, a link to the retailer's website will be provided for customers to explore the product further.
This link will take customers to assess product details, pricing, and delivery options on the brand's own site.
The information shown on Amazon will come directly from these external websites and shall be updated regularly.
Privacy assurance
Commitment to user privacy
Amazon has assured that it won't share users' personal information with the brand when they click on these external links.
A pop-up message will inform customers that they are leaving Amazon, ensuring clarity about their shopping destination.
Some redirected brands may offer Buy With Prime, a checkout service for Prime members. However, this feature won't be limited to brands offering Buy with Prime only.
Expansion plans
Goal to enhance customer shopping experience
Rajiv Mehta, Amazon's VP of Search and Conversational Shopping, said the company is always working to expand selection and make shopping even more convenient for customers.
The new facility will be available to select customers at first on both iOS and Android versions of its mobile app.
Brands interested in joining this trial can contact Amazon through email.
Brands
Amazon's recent luxury brand additions
Over the last year, Amazon has expanded its roster with more luxury brands, including Clinique, Estee Lauder, Oura Rings, Kate Spade New York, Armani Beauty, Kiehl's and Dolce & Gabbana Beauty.
The company has also launched low-priced goods on Amazon Haul to take on Temu, Shein and TikTok Shop.
This move is part of its broader strategy to improve customer experience and stay competitive in e-retail.