Amazon tests sending customers directly to brands’ websites when it doesn’t stock their products

Remember that the Christmas movie “Miracles on the 34th street“Where Massie’s In-Stor Santa, Chris Crinkle, sends a strange buyer to a contestant shop because his son wanted to present Christmas because Massi was out of stock? Now Amazon is doing the same thing online. The retailer has announced a new Amazon shopping feature on Tuesday Other brand websites will rewrite if they search the app for a specific product that does not carry Amazon.

In the movie, the radical marketing technique has improved the customer’s feelings around Massi – and it helped cement as the best place to shop. Amazon probably hopes that its move will do the same, especially in the light of extended competition from other online retailers, including Chinese e-commerce apps like Temu and Shin.

The retailer says that the feature is just a beta test and it will be activated for a subset of US customers who perform the search on the Amazon Shopping App.

In the new experience, Amazon will display the selected products in its search results even if they do not sell them. It will link to the retailer website so that customers can click and evaluate through products, pricing and distribution options and buy directly from the brand. The data displayed on Amazon is drawn directly from the retailer website and is regularly refreshed.

These links to external retailers will be displayed alongside other relevant products found in Amazon’s own store, including its third -party vendors. Amazon says that when clicking on links it will not share users’ personal data brands.

When customers click on links, they will be notified via a pop-up message “You’re leaving Amazon”, so that they are not confused about where they shop. Some brands can be renewed by Prime with Prime, a checkout service that allows Prime members to transact a retailer website using their Amazon account and payment information. The service provides the same fast distribution, simple return and customer assistance in the Amazon Prime.

However, Amazon tells TechCrunch that the experience is Not Includes only brand offers Buy with PrimeThe Although it cannot share a count or name the right brands of the test part, the retailer says they are expanding in several sections.

“We are constantly working to extend the selection and make the shopping more convenient for the customers,” Amazon’s search and conversation Shopping mentioned VP Rajiv Mehta, in one Declaration About the new features. “We are experiencing more selection and brands of our search results to help customers find more than what they want and improve our shopping experience for customers.”

Amazon says that the feature will primarily be available to select customers in the iOS and Android versions of its mobile app and will roll out on other customers and brands based on users’ response.

Brands are being invited to judge the experience by emailing branddire@amazon.com. They may also contact this email to get out of inclusion. Amazon has claimed that customers will not have any data on how customers interact with the brand website after they get out of Amazon’s site using the in-app browser.

This may be that, but the brand trigger clicks are the data on what trigger clicks can help to inform Amazon the product in the stock and what brands should be in the court.

In the past one year, retailers have added more premium and luxurious brands to his lineup, including clinics, Esti Ladder, they Rings, Armani Beauty, Kate Spad New York, Kihols, and Dolls and Gabna Beauty. On the flip, it challenges the Temu, Sheen and Tikatok Shop with its own low -cost products AmazonThe