Recently, the changes in Amazon’s US site have attracted a lot of attention!

They are testing a super practical new feature - when consumers search on the Amazon app, they can not only find products on the platform, but also jump to the brand's official website and purchase products directly on the official website, even if the brand does not have a store on Amazon.

New function is online! Jump to the brand official website with one click

When consumers search for a brand or product on the Amazon app, if it is not found on the platform, the system will direct consumers to the brand's official website.

This new function is simply an upgraded version of the "Internet + e-commerce" model!

Feature highlights:

Close to Google-style search experience: Amazon’s search results not only display products from the platform’s own and third-party sellers, but also display products from some brand official websites and provide direct jump links.

Prioritize display of platform products: Although products from the brand’s official website will also be displayed, Amazon will give priority to displaying related products on the platform to ensure that products on its own platform have sufficient exposure.

Clear jump prompt: When consumers select products from the brand’s official website, the system will pop up a clear jump prompt to remind users that they can go to the brand’s official website to view product details, pricing, delivery information, and even complete the purchase directly.

Currently, this feature is available to iOS and Android users in some parts of the United States, and will be expanded to more consumers and brands in the future.

It is worth noting that Amazon’s practice of directing traffic to the official website is different from the traditional affiliate marketing model - it does not charge any commission from the redirected transactions.

This new feature is clearly an effort by Amazon to improve the shopping experience and consolidate its position in the market.

However, the new features also bring a lot of uncertainty to sellers, especially those operating on the Amazon platform.

For brand sellers with official websites:

This new feature is undoubtedly a huge traffic entrance.

For brands that do not sell on the platform, leveraging Amazon's massive search traffic to direct users directly to the official website and reach more potential customers, especially niche or high-end brands, may bring more opportunities.

For sellers on Amazon:

The competition for traffic will become more intense!

Through this new feature, products from external brands will be able to be displayed in search results, which means that the exposure of platform sellers will be diverted, especially those who do not have an official website, who may feel the pressure of reduced traffic and declining orders.

How should sellers respond?

Improve product cost performance: Ensure that your product is sufficiently competitive on the platform. Not only should you ensure price advantages, but you should also focus on optimizing product quality, customer reviews, and other aspects.

Optimize website experience: Even if Amazon's traffic is diverted, the website's user experience is still crucial. Page loading speed, accurate and complete product information, and convenient shopping process can all affect users' purchasing decisions.

Multi-channel marketing: Instead of relying solely on Amazon, sellers should try to expand other marketing channels. For example, social media, email marketing, content marketing, etc. are all good choices to help reduce dependence on Amazon and enhance brand risk resistance.

Finally, Amazon’s new features will undoubtedly change the distribution of search traffic. In the future, platform sellers need to pay more attention to the competitiveness of the products themselves and optimize their own e-commerce ecosystem. They should not only be limited to the Amazon platform, but also expand more sales channels.

I hope everyone can seize this trend and adjust their operational strategies to cope with the opportunities and challenges brought about by the changes!

Amazon Attribution Link Setup Tutorial