Amazon Tests Feature to Show Products from External Brands

Amazon is currently testing a new feature that showcases products beyond those sold directly on its platform.

A select group of Android and iOS users in the U.S. will now see two types of search results: items available through Amazon itself and products listed by third-party brands on their own websites. The goal, according to Amazon, is to offer shoppers greater convenience and a broader range of choices.

In a demonstration video, a search for sneakers displays Amazon’s usual selection alongside a new section labeled “Shop brand sites directly.” This section highlights sneakers available on external brand websites. When a user selects an item from this section, Amazon notifies them that they are leaving the app and redirects them to the brand’s site to complete the purchase.

Shoppers can view product details, prices, and delivery options on the brand’s website. If the seller supports Buy with Prime, Prime members will still enjoy Amazon’s familiar benefits, including fast delivery, easy returns, and customer support.

Amazon assures users that no personal data is shared when they navigate to an external website.

“We’re always exploring new ways to simplify the shopping experience for our customers,” said Rajiv Mehta, Amazon’s VP of Search and Conversational Shopping. “We know shoppers have many choices, and we look forward to their feedback as we continue improving selection, value, and convenience.”