For many shoppers, Amazon serves as the primary destination for purchases, but when it comes to Apple products, only select items are available. However, this could change soon with Amazon’s new testing initiative.
New Amazon feature displays third-party retailer products with direct links
According to Sarah Perez from TechCrunch:
Think back to the classic Christmas film “Miracle on 34th Street,” where Macy’s Santa, Kris Kringle, directs a stressed shopper to a rival store for a sought-after gift because Macy’s was out of stock. Now, Amazon is adopting a similar approach online. The company revealed on Tuesday that it is testing a new Amazon Shopping feature that will redirect customers to external brands’ websites when they search for a specific item not available on Amazon.
I find this concept (and its cinematic roots) quite enjoyable.
Amazon fulfills many of my shopping requirements. In fact, when I’m in the market for something, instead of turning to Google (I personally use DuckDuckGo), I head directly to Amazon.
It can be disheartening to search for an item on Amazon only to come across no relevant options—just competitors vying for my attention.
This scenario likely occurs frequently with Apple products as well.
Apple limits its offerings on Amazon, notably excluding the latest iPhones and HomePods. Thus, customers must purchase directly from the Apple Store or other authorized retailers.
However, for those involved in this Amazon test, the complete range of Apple products may soon appear in searches, complete with direct links to the Apple Store.
As stated by TechCrunch, “When customers click these links, a pop-up notification will inform them, saying ‘You’re leaving Amazon,’ so they’re clear about their shopping destination.”
While I view this as a potentially beneficial improvement, I can also foresee it being somewhat perplexing for users who may not understand why they are being redirected to another site. Its success will likely depend heavily on how it is executed.
What are your thoughts on this Amazon update? Does it seem advantageous or disadvantageous to you? Share your opinions in the comments.
