Amazon tests customer sending directly to brand websites when they don’t stock their products

Remember that the Christmas movie ”Miracle on the 34th street“Where Macy in the store is Santa Claus, Chris Kingle, sends a crushed buyer to a competitor store to find Christmas that her son wanted because Macy is not in stock? Now Amazon is doing the same thing online. The retailer announced on Tuesday on Tuesday Amazon’s new shopping test that will redirect buyers to other brands websites if they are looking for in the app for a specific product that Amazon does not carry.

In the movie, the radical marketing strategy improved customers’ sentiment around Macy’s – and helped to cement his status in the best place to shop. Amazon probably hopes his move will do the same, especially in the light of increased competition from other online retailers, including Chinese e -commerce applications such as Temu and Shein.

The retailer says the feature is just a beta test so far and will be activated for the subgroup of US customers who perform searches in the Amazon shopping app.

In the new experience, Amazon will show selected products in its demand results, even if it does not sell them. Instead, he will contact the merchant’s website so that customers can click and appreciate products, prices and delivery options and even make purchases directly from the brand itself. The product information shown on Amazon is downloaded directly from the merchant’s website and refreshed regularly.

These links with external retailers will be shown along with other suitable products found in Amazon’s own store, including those of third -party sellers. Amazon says I will not share the personal information of users with the brand when the connections are clicked.

When you click a click, customers will be notified by a pop -up message that you are “leaving Amazon” so they are not confused where they shop. Some of the Amazon brands may redirect, will offer Buy with Prime, a cash service service that allows Prime members to conclude on the retailer website using their Amazon account and payment information. The service offers the same fast delivery of Amazon Prime, easy return and customer support.

“We are constantly working to expand selection and shopping even more comfortable for customers,” says Rajiv Mehta, Amazon Vice President for searching and talking, in a statement for the new feature. “We are testing more selection and brands in our search results to help customers find even more than what they want and further improve our shopping experience for customers.”

Amazon says the feature will initially be accessible to customer selection in iOS and Android versions on its mobile app and will deploy other customers and brands based on user reviews.

The brands are invited to try the experience by sending an email to branddirect@amazon.com. They can also contact this email to give up on inclusion. However, Amazon says there will be no information on how customers interact with the brand’s website after leaving the Amazon website using the browser in the app.

This may be the case, but even the data on what brands are triggered by clicks can help inform Amazon about what products to stock and which brands should collect. Over the last year, the retailer has added more premium and luxury brands to its composition, including Clinique, Estée Lauder, Oura Rings, Armani Beauty, Kate Spade New York, Kiehl’s and Dolce & Gabbana Beauty. On the reverse, it is also triggered Temu, Shein and Tiktok with its own products at low prices at Amazon HaulS