Amazon will now allow customers to shop directly via the website of a retailer for products he does not have in stock

The Amazon electronic commerce giant has announced that it is testing a new feature that will redirect users to the website of a particular brand if Amazon’s own store does not carry a product that users have sought. The announcement goes through an official declaration published by the brand on its blog. The functionality is currently under beta test and will initially be deployed on the official Amazon application in the United States.

Amazon to redirect users to brand websites; What we know

As indicated above, the functionality is still in its beta test phase and is deployed in limited capacity to select customers. The functionality allows Amazon to directly present a product from the website of a particular brand. For example, if you are looking for shoes from brand A, but Amazon does not currently have these shoes in stock, the application will present the product on the official website of brand A in the application itself.

Amazon tests customers directly to brands websites when he did not store their products https://t.co/lotzxuedkm
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If you were to click on the link in the Amazon application, a contextual notification would appear, letting you know that you are redirected to the brand’s official website. Amazon says it helps transparency users and know where they buy the product. Amazon also argues that products from the outside of its own store would be presented alongside other “relevant products” of its own catalog.

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– Amazon (@amazon) March 24, 2023

Some brands would also offer “buy with prime”, a functionality that would allow users to carry out transactions on the sites of retailers using their Amazon account and their payment information. It will also include delivery speeds related to bonus and customer supports.

In the announcement, the vice-president of Amazon Rajiv Mehta shared his reflections on functionality. “We always experience new ways to allow customers to find more easily products they want and they need when they are looking for in Amazon’s purchase application. We know this new experience while we work To further improve selection, value and convenience.

Although the functionality has been announced by the brand, but it is not clear if Amazon plans to implement this functionality in the rest of the world, including MENA.

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