Amazon Tests New Shopping Experience in Beta
26 Feb 2025
Amazon is shaking up the shopping experience once again! In a major update, Amazon is now testing a new search feature that displays products from brands even if they’re not sold on Amazon. This means that when customers search for products, they might see items available directly from a brand’s website, alongside Amazon’s usual selection.
What’s Changing?
For a subset of U.S. customers using the Amazon Shopping app, search results may now include select external products with direct links to the brand’s website. When clicking on these links, shoppers will be notified that they’re leaving Amazon and redirected to complete their purchase directly on the brand’s site.
If a brand has Buy with Prime enabled, Prime members can still enjoy fast, free shipping, easy returns, and 24/7 customer support, even for products purchased outside of Amazon’s marketplace.
What This Means for Customers
More Selection: Shoppers now have access to an even broader range of products, including premium and niche brands that may not be available on Amazon.
More Shopping Options: Customers can compare pricing, availability, and shipping options directly from brands websites.
Prime Perks (If Available): If a brand offers Buy with Prime, customers can still get Prime benefits when shopping off Amazon.
What This Means for Brands
Increased Visibility: Brands that don’t sell directly on Amazon can still appear in search results, potentially driving more traffic to their own sites.
DTC Growth Opportunity: Direct-to-consumer (DTC) brands can leverage Amazon’s vast search traffic without listing products on the platform.
Summary
Amazon is evolving beyond just a marketplace; it’s positioning itself as a broader shopping search engine. While this change gives customers more choice, it also raises questions about how Amazon-native brands will compete for visibility and conversions.
This new experience is currently in beta, but if rolled out more widely, it could reshape how brands and customers interact with Amazon in the long run.
What do you think? Is this a win for brands and customers, or could it disrupt how brands approach selling on Amazon? Drop your thoughts below!
Amazon is shaking up the shopping experience once again! In a major update, Amazon is now testing a new search feature that displays products from brands even if they’re not sold on Amazon. This means that when customers search for products, they might see items available directly from a brand’s website, alongside Amazon’s usual selection.
What’s Changing?
For a subset of U.S. customers using the Amazon Shopping app, search results may now include select external products with direct links to the brand’s website. When clicking on these links, shoppers will be notified that they’re leaving Amazon and redirected to complete their purchase directly on the brand’s site.
If a brand has Buy with Prime enabled, Prime members can still enjoy fast, free shipping, easy returns, and 24/7 customer support, even for products purchased outside of Amazon’s marketplace.
What This Means for Customers
More Selection: Shoppers now have access to an even broader range of products, including premium and niche brands that may not be available on Amazon.
More Shopping Options: Customers can compare pricing, availability, and shipping options directly from brands websites.
Prime Perks (If Available): If a brand offers Buy with Prime, customers can still get Prime benefits when shopping off Amazon.
What This Means for Brands
Increased Visibility: Brands that don’t sell directly on Amazon can still appear in search results, potentially driving more traffic to their own sites.
DTC Growth Opportunity: Direct-to-consumer (DTC) brands can leverage Amazon’s vast search traffic without listing products on the platform.
Summary
Amazon is evolving beyond just a marketplace; it’s positioning itself as a broader shopping search engine. While this change gives customers more choice, it also raises questions about how Amazon-native brands will compete for visibility and conversions.
This new experience is currently in beta, but if rolled out more widely, it could reshape how brands and customers interact with Amazon in the long run.
What do you think? Is this a win for brands and customers, or could it disrupt how brands approach selling on Amazon? Drop your thoughts below!
Amazon is shaking up the shopping experience once again! In a major update, Amazon is now testing a new search feature that displays products from brands even if they’re not sold on Amazon. This means that when customers search for products, they might see items available directly from a brand’s website, alongside Amazon’s usual selection.
What’s Changing?
For a subset of U.S. customers using the Amazon Shopping app, search results may now include select external products with direct links to the brand’s website. When clicking on these links, shoppers will be notified that they’re leaving Amazon and redirected to complete their purchase directly on the brand’s site.
If a brand has Buy with Prime enabled, Prime members can still enjoy fast, free shipping, easy returns, and 24/7 customer support, even for products purchased outside of Amazon’s marketplace.
What This Means for Customers
More Selection: Shoppers now have access to an even broader range of products, including premium and niche brands that may not be available on Amazon.
More Shopping Options: Customers can compare pricing, availability, and shipping options directly from brands websites.
Prime Perks (If Available): If a brand offers Buy with Prime, customers can still get Prime benefits when shopping off Amazon.
What This Means for Brands
Increased Visibility: Brands that don’t sell directly on Amazon can still appear in search results, potentially driving more traffic to their own sites.
DTC Growth Opportunity: Direct-to-consumer (DTC) brands can leverage Amazon’s vast search traffic without listing products on the platform.
Summary
Amazon is evolving beyond just a marketplace; it’s positioning itself as a broader shopping search engine. While this change gives customers more choice, it also raises questions about how Amazon-native brands will compete for visibility and conversions.
This new experience is currently in beta, but if rolled out more widely, it could reshape how brands and customers interact with Amazon in the long run.
What do you think? Is this a win for brands and customers, or could it disrupt how brands approach selling on Amazon? Drop your thoughts below!