Amazon has become more generous? New features allow traffic to be directed to independent sites

Recently, Amazon announced that it will provide new ways to attract traffic for brand sellers on the platform, and even allow sellers to direct customers to their own independent sites to place orders.

Of course, there is a prerequisite, that is, the seller must use the Buy With Prime function on his own independent website .

In April this year, Amazon launched the Buy With Prime feature, which allows Amazon members to use their Amazon accounts to check out on third-party platforms. Unlike Amazon Pay launched in previous years, Buy With Prime will also handle subsequent delivery and collection.

As we all know, the two problems that independent website sellers often worry about are traffic and conversion. The Buy With Prime feature can directly help independent website sellers improve their conversion rate, because Amazon's member users are already accustomed to using Amazon's logistics and payment services.

Amazon said that brand sellers participating in the Buy With Prime program can display products from their own independent sites on Amazon and can direct Amazon users to their own independent sites in the form of Amazon sponsored brands.

In theory, this new feature can help brand sellers drive traffic directly from Amazon. However, in practice, users need to make multiple clicks before completing their purchases : click on the ad, click on the preview, click on the brand website, and finally click on Buy With Prime to complete the purchase. The process is too complicated, and many users will give up before the last step.

In the future, brand sellers will be able to place ads directly in Amazon search results. For example, when a consumer searches for "mattress", the first search result may be Casper brand mattress, but clicking on it will lead to Casper's official website.

Or if Nike decides to close its store on Amazon, it can choose to continue advertising on Amazon and direct users who are still searching for Nike products on Amazon to its official website.

By then, Amazon may look more like Google Shopping ads or price comparison sites, but with Buy With Prime, Amazon can provide smooth checkout and logistics services. This will further enrich the categories of Amazon platform and attract more brand sellers.

Dave Lefkoff, Amazon's chief product manager, wrote on LinkedIn: We believe that giving DTC sellers access to Amazon's users will be a milestone: 1. Consumers can find new products on Amazon and buy them directly from their favorite brands with free, fast member delivery; 2. DTC merchants will have a new channel to grow their brands and increase sales on the site.

In addition, Buy With Prime social media ads, funded and managed by Amazon , can help sellers participating in Buy With Prime reach consumers on Facebook and Instagram and direct these consumers to their own brand websites.

Facebook and Instagram users will see Amazon's Buy With Prime ads as part of their daily use, and specific sellers will be featured in the ads.

When a user clicks on the ad, they are taken to the product detail page where they can order the product directly from the seller.

“These new features allow brands to quickly acquire new customers from Amazon, but we think there’s room for improvement,” said Benjamin Hartman, vice president of Amazon’s North America sales services . “In the future, they should make it easier for sellers to remarket, which can increase the lifetime value of existing customers.”

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