Amazon tests search feature that shows products it doesn’t sell
Currently in beta, the expanded search function will send shoppers to a brand’s website if the product they want isn’t sold on Amazon.
As more brands turn to AI to help with product search, Amazon is looking beyond its platform to improve the customer experience. The move increases the chances for shoppers to find exactly what they need through the familiarity of Amazon’s site. When customers are redirected to a brand’s website, the brand manages all payments and orders. Some brands may use the Buy with Prime feature, though, which allows shoppers to receive Prime delivery benefits on their order, even if it isn’t sold by Amazon.
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