Amazon tests app feature to connect shoppers directly with brands
Amazon is piloting a new feature in its shopping app that allows customers to purchase products directly from brands, even when the items are not part of Amazon’s inventory. This initiative aims to expand product selection and enhance the shopping experience by integrating external brand websites into the app’s search results.
Streamlining brand access with “Buy with Prime”
When users search for products unavailable in Amazon’s inventory, they can tap a “see more” option to view additional results from the brand. Clicking on these items redirects shoppers to the brand’s website, where they can complete their purchase. For brands utilizing Amazon’s “Buy with Prime” service, customers can still enjoy Prime benefits, such as expedited shipping, even when purchasing outside Amazon’s platform.
Gradual rollout and customer feedback
Currently, this feature is accessible to a limited number of U.S. customers using the Amazon Shopping app on iOS and Android. Amazon plans to expand availability based on user feedback during the beta phase. Rajiv Mehta, Amazon’s vice president of search and conversational shopping, emphasized the company’s goal of offering a broader selection and improving the overall shopping experience.
Potential Impact on E-Commerce and Supply Chains
This move could redefine e-commerce dynamics by blending marketplace convenience with direct-to-consumer benefits. For supply chain leaders, it signals a potential shift in inventory management and fulfillment strategies, as brands may increasingly leverage their own channels while still benefiting from Amazon’s vast customer base.
