Amazon enhances shopping with off-Amazon links
New search feature aims to expand product choices and boost brand visibility
Amazon has announced a new initiative aimed at helping customers find an even wider selection of products, whether they are sold on Amazon or through other brands' websites. This move follows the company's long-standing mission to offer shoppers low prices, convenient delivery options, and countless product choices. With hundreds of millions of items already available on Amazon, the retail giant now wants to take an even bigger step by testing a feature that displays items they do not sell directly. Through this feature, customers will be able to click on a product found in search results and visit the brand’s own site if they wish to purchase the item there.
Broadening Selection Beyond Amazon
To give customers access to more brands and products, Amazon is now testing a beta experience. In this setup, certain items not sold by Amazon appear in regular search results. When customers tap on one of these products, they will see a note indicating that they are leaving Amazon's store before being redirected to the brand's website. From there, shoppers can look at pricing and delivery options, as well as finalize their purchase.
This expansion taps into Amazon's goal to cater to every shopping need. Over the past year, the company has introduced millions of new items, ranging from premium brands like Clinique, Estée Lauder, and Oura Rings to budget-friendly discoveries through Amazon Haul. By including products from external sites, Amazon ensures customers can browse a broader mix of offerings all in one place.
Advantage for Shoppers and Brands
The new feature can be beneficial for both customers and brands. Shoppers benefit from a more comprehensive view of what's available. They can easily compare prices, read product descriptions, and explore delivery options. Brands, on the other hand, gain exposure to Amazon's vast customer base while maintaining a direct connection with potential buyers through their own online stores. This direct link can foster stronger relationships with shoppers, providing more data and insights for brands to improve their products and services.
According to Rajiv Mehta, Amazon's VP of search and conversational shopping, "We're continuously working to expand selection and make shopping even more convenient for customers. We're testing bringing more selection and brands into our search results to help customers find even more of what they want and further improve our shopping experience for customers."
Also Read: Proven Strategies to Increase Traffic to Your Amazon Listing
How the Beta Program Works
The beta feature is currently available to a subset of U.S. customers using the Amazon Shopping app on iOS and Android. As Amazon gathers feedback, more users will get access, and more brands will be included. When a shopper searches for a brand or product, relevant items offered by Amazon and products sold outside Amazon appear together. Tapping "See More" shows a broader range of a brand's offerings. If the item is sold off Amazon, shoppers will be notified that they are leaving the platform and then redirected to the brand's website.
“We’re always experimenting with new ways to make it easier for customers to find products they want and need when they search in the Amazon Shopping app," added Mehta.
Amazon's push to display products from other brands’ websites reflects the company's ongoing commitment to providing more options, greater convenience, and stronger connections between consumers and sellers. By offering shoppers the opportunity to access brands outside Amazon, the retail powerhouse aims to deepen loyalty and satisfaction, all while allowing brands to extend their reach. As the test feature rolls out to more customers, it promises a richer shopping experience—one that helps customers discover even more of what they love on Amazon and beyond.
Also Read: Amazon Invites Sellers to Submit Deals and Prime-Exclusive Discounts for upcoming Big Spring Sale
By ChannelMAX Staff Writer
Feb-2025#16
Amazon has announced a new initiative aimed at helping customers find an even wider selection of products, whether they are sold on Amazon or through other brands' websites. This move follows the company's long-standing mission to offer shoppers low prices, convenient delivery options, and countless product choices. With hundreds of millions of items already available on Amazon, the retail giant now wants to take an even bigger step by testing a feature that displays items they do not sell directly. Through this feature, customers will be able to click on a product found in search results and visit the brand’s own site if they wish to purchase the item there.
Broadening Selection Beyond Amazon
To give customers access to more brands and products, Amazon is now testing a beta experience. In this setup, certain items not sold by Amazon appear in regular search results. When customers tap on one of these products, they will see a note indicating that they are leaving Amazon's store before being redirected to the brand's website. From there, shoppers can look at pricing and delivery options, as well as finalize their purchase.
This expansion taps into Amazon's goal to cater to every shopping need. Over the past year, the company has introduced millions of new items, ranging from premium brands like Clinique, Estée Lauder, and Oura Rings to budget-friendly discoveries through Amazon Haul. By including products from external sites, Amazon ensures customers can browse a broader mix of offerings all in one place.
Advantage for Shoppers and Brands
The new feature can be beneficial for both customers and brands. Shoppers benefit from a more comprehensive view of what's available. They can easily compare prices, read product descriptions, and explore delivery options. Brands, on the other hand, gain exposure to Amazon's vast customer base while maintaining a direct connection with potential buyers through their own online stores. This direct link can foster stronger relationships with shoppers, providing more data and insights for brands to improve their products and services.
According to Rajiv Mehta, Amazon's VP of search and conversational shopping, "We're continuously working to expand selection and make shopping even more convenient for customers. We're testing bringing more selection and brands into our search results to help customers find even more of what they want and further improve our shopping experience for customers."
Also Read: Proven Strategies to Increase Traffic to Your Amazon Listing
How the Beta Program Works
The beta feature is currently available to a subset of U.S. customers using the Amazon Shopping app on iOS and Android. As Amazon gathers feedback, more users will get access, and more brands will be included. When a shopper searches for a brand or product, relevant items offered by Amazon and products sold outside Amazon appear together. Tapping "See More" shows a broader range of a brand's offerings. If the item is sold off Amazon, shoppers will be notified that they are leaving the platform and then redirected to the brand's website.
“We’re always experimenting with new ways to make it easier for customers to find products they want and need when they search in the Amazon Shopping app," added Mehta.
Amazon's push to display products from other brands’ websites reflects the company's ongoing commitment to providing more options, greater convenience, and stronger connections between consumers and sellers. By offering shoppers the opportunity to access brands outside Amazon, the retail powerhouse aims to deepen loyalty and satisfaction, all while allowing brands to extend their reach. As the test feature rolls out to more customers, it promises a richer shopping experience—one that helps customers discover even more of what they love on Amazon and beyond.
Also Read: Amazon Invites Sellers to Submit Deals and Prime-Exclusive Discounts for upcoming Big Spring Sale
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.