Amazon is testing a new feature that allows you to jump to the brand's official website with one click! !

Recently, Amazon US is testing a new feature that allows users to find and jump to the brand's official website to purchase products when searching in its shopping app, even if the brand is not sold on the Amazon platform.

01 Amazon’s new feature: one-click jump to the brand’s official website

When consumers search for brands or products on the Amazon app, if they cannot find the product, this feature will direct them to the brand's own website , where they can view product details, pricing and delivery options, and complete the purchase directly.

This new feature is designed to optimize the search experience. New feature highlights:

• The search experience is closer to a Google-style search platform : search results include not only products from Amazon itself and third-party sellers, but also products on some brand official websites, with direct jump links.

• Prioritize platform products: When listing selected products purchased on the brand's official website, Amazon will give priority to displaying related products on the platform.

• There is a clear jump prompt: When users choose products sold on the brand’s official website, the system will pop up a page to jump to the brand’s official website. Users can directly visit the brand’s website to view product details, pricing and delivery options, and complete the purchase directly.

The beta version of this feature is now available to some iOS and Android users in the United States. Amazon said it will gradually expand to more consumers and introduce more brands in the future.

It’s worth noting that, unlike traditional affiliate marketing models, Amazon does not take any commission from these referral transactions.

02The impact of Amazon’s new features

With the launch of this new feature, Amazon hopes to increase shoppers' favorability towards its platform through this "search engine + advertising platform" approach, thereby consolidating its market position.

However, many sellers are also worried that Amazon's opening of search traffic to external brands will have many impacts on sellers.

For brand sellers with their own websites:

This is a huge traffic entrance, and when Amazon cannot meet the specific needs of shoppers, it is an opportunity for these brand sellers.

There is no need to settle in Amazon. You can directly bypass platform restrictions and competition and use Amazon's huge search traffic to direct users to your own official website. For example, some niche high-end brands can now use this function to reach more potential customers.

For sellers on the platform:

This will lead to intensified competition for traffic, diverting the relatively concentrated traffic pool within the platform, and external brands will compete for search page exposure. This will lead to a situation where sellers and official websites compete directly for traffic, and sellers' traffic and order volume may decrease.

Therefore, how to find a balance between the Amazon platform and other e-commerce platforms is a question that needs to be considered.

Sellers are advised to pay more attention to improving product cost-effectiveness and ensuring a good user experience on the website, including page loading speed, accuracy and completeness of product information, and convenience of the shopping process.

In addition to relying on the Amazon platform, sellers should actively expand other marketing channels, such as social media, email marketing, content marketing, etc., to reduce dependence on a single platform and enhance the brand's risk resistance.