Even though we are used to finding any product within the marketplace, not even Amazon can aspire to sell everything. Of course, with 300 million items with fast and free Prime delivery, and with more than 35 different categories, it’s hard not to find something that meets your needs.
However, for Amazon, that’s not enough. And precisely to solve what it sees as a problem, it has come up with a rather interesting innovation.
Amazon has indeed confirmed that it is testing the beta version of a new shopping feature that will include products it does not sell in the search results of its app, then sending the user to the brand’s website to purchase them.
How Amazon’s new feature works
The feature, called Shop brand sites directly, is currently in beta testing on its shopping app. As reiterated in a post on its blog, “for customers who have access to the beta search for a brand and/or an item, we will show the relevant products found in the Amazon store and selected products we do not carry, which are available directly on another brand’s website.”
At that point, by clicking on the product, the user will be redirected to the brand’s website. A pop-up warning will inform the user that they are leaving Amazon. Once there, they can purchase the product directly.
For the moment, some details on how the related business model will work are missing. In other words, it’s not clear if Amazon will retain a portion of that purchase. The company has also not shared which brands will participate in the beta. However, if the brand uses the Buy with Prime option, which Amazon launched a few years ago, the user will be able to enjoy program benefits, such as free shipping, even when on the external site. Among other perks, there are also easy returns and 24/7 customer support.
Amazon Vice President Rajiv Metha provided a bit more information, stating that the new functionality is designed to expand the available product selection and make shopping even more convenient for customers.
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Where Amazon’s new feature is available
We again remind you that, for now, the option to shop directly from a brand’s website is currently available only for some customers in the U.S. market, who use the Amazon Shopping app on iOS and Android. However, Amazon’s intention is to expand the feature to more users and incorporate more brands.
“We are always experimenting with new ways to make it easier for customers to find the products they want and need when searching in the Amazon Shopping app,” said Metha. “We know that customers have many options for where to shop, and we look forward to getting customer feedback on this new experience as we work to further improve selection, value, and convenience.”
Our opinion
Amazon’s move represents a significant shift for the e-commerce world. For the first time, in fact, the Seattle giant is accepting not to be the only protagonist of the purchasing process. Instead, it is transforming from an exclusive seller into a “facilitator” of the shopping experience.
This is therefore a strategy of definite interest for at least a couple of good reasons. First of all, by doing this, Amazon strengthens its position as the starting point for any product search. In other words, for what we call in digital marketing “top of mind awareness.” In simpler terms, even when it doesn’t directly sell an item, it remains the first touchpoint in the customer journey. In this way, it maintains control over the user’s initial experience.
Secondly, this feature solves one of the main points of friction for consumers. That is, the frustration of not finding a specific product on Amazon often pushed them to search elsewhere, completely losing contact with the platform. Now, instead of losing these users, Amazon accompanies them to their final destination, maintaining a role as a “trusted advisor.”
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Naturally, there are also some strategic risks. Amazon could, in fact, find itself competing with itself, given that many brands may prefer to sell directly on their own sites to maintain higher margins. Moreover, sending traffic to external sites means giving up valuable data on customers’ purchasing behavior—a kind of pure gold in the era of data-driven marketing.
In short, for Amazon, the challenge will lie in the business model. If it manages to effectively monetize this service (probably through commissions or advertising fees), it may have found the formula to influence the entire e-commerce ecosystem. And, in doing so, not only as a marketplace, but as a universal gateway to online shopping…
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