Amazon is innovating again in the online shopping experience. The e-commerce giant is currently testing a new feature that allows it to redirect its customers directly to brand websites when certain products are not available on Amazon. A way to expand its offering without necessarily integrating everything into its inventory.
A richer and more fluid shopping experience
Since last year, Amazon has focused on expanding its selection by adding premium brands such as Clinique, Estée Lauder, Armani Beauty and Dolce & Gabbana Beauty. But the company doesn't want to stop there. To meet consumer expectations, it is now experimenting with a redirection to external sites of brands when a product sought is not in stock on the platform.
The operation is simple: when a customer searches for a specific product in the Amazon Shopping application (on iOS or Android), Amazon displays internal results as well as links to brand sites for unavailable products. A pop-up notification clearly informs the customer that they are leaving Amazon to make their purchase directly on the brand's website, thus avoiding any confusion.
Prime and "Buy With Prime": the benefits remain valid
Amazon Prime members do not lose their privileges thanks to the "Buy With Prime" service. Some redirected brands allow customers to use their Amazon account to complete their purchase directly on their site, retaining payment information and Prime delivery times. This ensures a seamless user experience while offering an even wider selection.
Why this strategy is a winner for Amazon
While this redirection to external sites may at first seem like a way to drive customers away from Amazon, it’s actually part of a larger strategy. By providing access to more products, Amazon keeps users engaged in its ecosystem while continuing to gather valuable data on consumer shopping behaviors and preferences.
According to Rajiv Mehta, vice president of search and conversational shopping at Amazon: “We’re always looking to expand our selection and make shopping more convenient for our customers. These experiments are a way to enrich their experience and help them find what they want more easily.” »
A limited test, but global ambitions
For now, this experiment is reserved for certain American customers. User feedback will be crucial in adjusting this service before extending it to a wider audience. Other partner brands could join the program if the results prove conclusive, further expanding the possibilities offered to consumers.
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