Amazon tests send customers directly to brand websites when they don’t have their products

Remember that the Christmas movie “Miracle on the 34th street“Where Macy at Santa store, Kris Kringle, sends a buyer to a competitor store to find the Christmas gift her son wanted because Macy’s was out of stock? Now Amazon is doing the same thing online. The retailer announced the Tuesday the test of a new Amazon market that will redirect buyers to other brands if they are looking for the application for a particular product that Amazon does not carry.

In the film, radical marketing strategy improved the feeling of customers around Macy’s – and helped to pinch its regime as the best shopping place. Amazon probably hopes that his move will do the same, especially in the light of increased competition by other online retailers, including Chinese e -commerce applications such as Temu and Shein.

The retailer says the feature is just a beta test for now and will be activated for a US subset customers who are performing searches in the Amazon Shopping app.

In the new experience, Amazon will present selected products in search results, even if it does not sell them. It will connect to the retailer’s website so that customers can click and evaluate the product, prices and delivery options and even purchases directly from the brand itself. The product information displayed on Amazon was pulled directly from the retailer’s website and is regularly updated.

These links to external retailers will appear alongside other related products located in the Amazon store, including those of third parties. Amazon says it will not share users’ personal information with the brand when clicking on the links.

When customers click on the link, they will be notified via an emerging message saying “you leave Amazon”, so they are not confused about where they shop. Some of the Amazon brands may redirect to offer a market with Prime, a checkout service that allows Prime members to deal with a retailer’s website using their Amazon account and payment details. The service offers the same quick delivery of Amazon Prime, easy returns and customer support.

However Amazon tells TechCrunch that experience common They only include brands that offer market with Prime. Although he could not share a count or name the precise brands that are part of the test, the retailer says they cover a series of categories.

“We are constantly working to expand the choice and do shopping even more conveniently for customers,” noted Rajiv Mehta, Amazon Vice President for Search and Chats, in a communication for the new feature. “We try by bringing more choice and chips to search results to help customers find even more than they want and further improve our customers’ shopping experience.”

Amazon reports that the feature will be initially available to select customers in the iOS and Android versions of its mobile application and will be released to other customers and brands based on user comments.

The brands are invited to try out the email experience at branddirect@amazon.com. They can also contact this email to withdraw from integration. Amazon claims that it will not have information on how customers interact with the brand website after Amazon’s website exit using the in -application browser.

This may be like that, but even the data on trademarks that activate clicks could help inform Amazon on stock products and what brands should be tried.

In the past year, the retailer has added more brands of insurance and luxury to his series, such as Clinique, Estée Lauder, Oura Rings, Armani Beauty, Kate Spade New York, Kiehl’s and Dolce & Gabbana Beauty. On the other hand, the Temu, Shein and Tiktok store are also challenged with its own low price products Amazon.