Amazon is currently trialling non-endemic search, a new beta feature that introduces select products not sold directly on Amazon into search results. Instead of purchasing through Amazon, customers will be redirected to the brand’s own website to complete their purchase.
How Does It Work?
- These non-endemic products will appear alongside Amazon’s existing listings in search results.
Customers can click the product link to visit the brand’s website, where they can check pricing and delivery options and make a purchase. - If the brand supports Buy with Prime, Prime members will still benefit from fast, free delivery, easy returns, and 24/7 customer support, even though the purchase is made outside of Amazon.
What This Means for Brands and Consumers
This move marks a significant shift in Amazon’s marketplace strategy, offering brands new visibility while giving consumers more shopping options. It could also signal Amazon’s intent to become a broader search destination for e-commerce, rather than just a platform for direct purchases.
Where Is This Feature Available?
Currently, the trial is live for a subset of US customers using the Amazon Shopping app on iOS and Android. Based on feedback, Amazon plans to expand the rollout to more users and brands in the future.
