Dive Brief:
- Amazon is testing a feature that allows its search results to show select products it does not sell with links out to the brand’s website, the retail giant announced last week.
- Tapping a “See More” button on product search results gives more listings from that brand. If Amazon doesn’t sell the item, it will notify users and redirect them to the brand’s website.
- The search function is in beta and only available to a subset of U.S. customers using the Amazon Shopping app on iOS or Android. The company plans to test the feature with more U.S. customers and brands based on customer feedback, according to Rajiv Mehta, Amazon’s vice president of search and conversational shopping.
Dive Insight:
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.
Amazon’s previous updates to its search experience span across visual and generative AI. The company recently redesigned its customer service chatbot and reported that customer satisfaction scores improved 5% with the generative AI upgrade, CEO Andy Jassy said in an earnings call earlier this month. Last October, the retail giant added five visual search features to its platform so customers can reach faster and more precise results.
Amazon wants to reach shoppers of all budgets with its extended search results and wide selection. The retailer added premium brands Estée Lauder, Oura Rings, Dolce & Gabbana Beauty and Kate Spade New York, alongside others, to its site last year. It also introduced Amazon Haul, a selection of products under $20.
More companies are using AI to refine their search with an eye toward personalization. Platforms like Google, Wayfair, ThredUp and Walmart are using tools such as AI imagery, personalized homepages, product curation and chatbots to amp up their product discovery experience.
Correction: A previous version of this article misstated which tool saw improved customer satisfaction stores. It was Amazon’s customer service chatbot.