Observed Signal · Feb 12, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Amazon Tests Brand Site Shopping, Sends Users to Brand Sites
Amazon is testing a Brand Site Shopping feature in its app, surfacing products that are out of stock on Amazon and sending users directly to the brand's website to complete purchases. The approach aims to expand available selection and reduce immediate on-site purchases, while potentially boosting brand-site visits and gathering actionable data. In the beta, non-available items appear within Amazon search results with a See More option to view more from the brand or shop on the brand site; prices on Amazon may differ from those on the brand site. If users switch to the brand site, they are informed they are leaving Amazon, and Buy with Prime may be available if the brand site supports it. The rollout begins in the US for a limited set of iOS and Android users, with brand participation possible via branddirect@amazon.com and an opt-out option. Amazon states it does not collect user data from Brand Website interactions outside the app.
Major platform technical release / beta test with potential impact on shopping behavior and brand site integration
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Key Takeaways & Evidence Grounding
- Amazon is testing Brand Site Shopping in a beta in the USA.
- Non-stocked products are highlighted on Amazon and linked to Brand Websites for purchase.
- Prices on Amazon may differ from those on Brand Websites.
- Beta rollout is limited to some iOS and Android users in the USA; brands can join via branddirect@amazon.com and opt out.
- Amazon says it does not collect user data from Brand Website interactions outside the app.
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