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Remember that Christmas movie “ Miracle on 34th Street , ” where Macy ’s in - store Santa , Kris Kringle , direct a frazzled shopper to a competitor ’s store to find the Christmas present her son want because Macy ’s was out of stock ? Now Amazon is doing the same thing online . The retailer announced on Tuesday the test of a new Amazon Shopping feature that will redirect shopper to other brands ’ internet site if they look for in the app for a finicky product that Amazon does n’t carry .
In the motion picture , the radical marketing strategy better client sentiment around Macy ’s — and helped cement its status as the best shoes to workshop . Amazon likely hope its move will do the same , particularly in igniter of the increase rival from other online retailer , include Taiwanese e - commerce apps like Temu and Shein .
The retailer read the feature is only a beta trial for now and will be trigger off for a subset of U.S. customers who execute searches in the Amazon Shopping app .
In the new experience , Amazon will show select products in its hunt results even if it does n’t betray them . It will link to the retail merchant ’s website so client can click through and evaluate the product , pricing , and delivery options , and even make purchases immediately from the brand itself . The product info shown on Amazon is pulled directly from the retailer ’s website and is refreshed on a regular basis .
These links to outside retailers will be shown alongside other relevant products find in Amazon ’s own store , admit those from its third - party sellers . Amazon order it will not be divvy up user ’ personal entropy with the brand when they click connectedness .
When client click connectedness , they will be notified via a bug out - up content saying “ You ’re leaving Amazon , ” so they ’re not confused about where they ’re shop from . Some of the firebrand Amazon may airt to will provide Buy with Prime , a checkout counter service that lease Prime members transact on a retail merchant ’s internet site using their Amazon account and payment information . The service offer Amazon Prime ’s same immobile legal transfer , leisurely returns , and customer reenforcement .
However , Amazon tells TechCrunch that the experiencewon’tonly include brand offeringBuy with Prime . While it could n’t partake in a count or name the exact brands that are part of the exam , the retailer says they sweep a figure of class .
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“ We ’re continuously make to expand selection and make shopping even more convenient for customer , ” note Rajiv Mehta , Amazon ’s VP of lookup and colloquial shopping , in anannouncementabout the raw feature . “ We ’re testing bringing more selection and brands into our lookup results to help customers find even more of what they want and further ameliorate our shopping experience for customers . ”
Amazon says the feature will initially be available to select customers on the iOS and Android versions of its mobile app and will roll out to other customers and brands based on users ’ feedback .
blade are being ask round to tribulation the experience by email branddirect@amazon.com . They can also meet this e-mail to opt out of inclusion . Amazon claims it will have no data about how customers interact with the brand ’s website after they exit Amazon ’s website using the in - app browser app .
That may be so , but even the data about what brand induction clicks could help inform Amazon about products to stock and which brands it should court .
Over the past year , the retailer has supply more premium and luxury brand to its lineup , let in Clinique , Estée Lauder , Oura Rings , Armani Beauty , Kate Spade New York , Kiehl ’s , and Dolce & Gabbana Beauty . On the flip side , it ’s also challenged Temu , Shein , and TikTok Shop with its own low - priced products onAmazon Haul .
