Feb 14 2025 – New Beta May Takes on Google for “True” Product Research: Amazon is currently testing a new feature they’re calling “Shop brand sites directly,” which aims to expand its product offerings by including items not sold directly by Amazon. When customers search for a brand or product, the Amazon app will display relevant items available both within Amazon’s store and on the brand’s own website. Selecting a product not sold by Amazon prompts a notification, and customers are redirected to the brand’s site to complete the purchase. This feature is currently in beta testing for select U.S. customers using the Amazon Shopping app on iOS and Android. Amazon plans to expand this feature further and incorporate additional brands based on user feedback.
Why would Amazon do this? It’s simple. They don’t have 100% of the products online, but currently get 65-75% of product searches. Having more products, gets them more eyeballs. For a brands, this development presents a significant opportunity to reach Amazon’s extensive customer base without being limited to Amazon’s marketplace. Brands often limit the items they sell on Amazon and are likely missing out when a customer searches for that item.
This is a brand new beta so all the details aren’t clear, but if you are a brand (or original manufacturer) with a limited set of products on Amazon, then you should be reviewing this beta.
Learn more about this feature: https://www.amazon.com/b/?_encoding=UTF8&node=204815362011&ref_=cct_cg_DZinfo_8a1&pf_rd_p=a7c58cae-4143-41ae-acfc-6ca4107d3176&pf_rd_r=SWSHM425C34K60PGDT60
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Our recommendation – apply to the beta. It’s always better to be first on Amazon vs playing catchup. This beta is particularly interesting if your brand strategically holds back products from Amazon due to channel or sales strategy.