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đŚ Amazon Directs Shoppers... Elsewhere
Amazon is testing a new feature that lists products it doesnât sell, directing shoppers to buy from merchantsâ websites
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Feature
Amazon is starting to list items Amazon doesnât sell
Could this be a new sales avenue for brands?
Amazon is including select products from brands that are not available for purchase on Amazon. Instead, Amazon will send shoppers to the merchantsâ websites to buy the products there.
One of Amazonâs goals is to be the go-to destination for product discovery. EMarketer previously referenced a study that suggested that 53% of people began product searches at Amazon when planning to make a digital purchase.
Aside from aiming to take more market share from traditional search engines like Google, Amazon presumably will take a commission on sales they direct to the merchants â although this was not confirmed in the official Amazon release.
Amazon says it plans to expand the feature to more users and incorporate more brands based on feedback from the beta test.
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