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Amazon tests sending customers directly to brands’ websites when it doesn’t stock their products
Remember that Christmas movie "Miracle on 34th Street," where Macy's in-store Santa, Kris Kringle, sends a frazzled shopper to a competitor's store to
In the movie, the radical marketing strategy improved customer sentiment around Macy’s — and helped cement its status as the best place to shop. Amazon likely hopes its move will do the same, especially in light of the increased competition from other online retailers, including Chinese ecommerce apps like Temu and Shein. Instead, it will link to the retailer’s website so customers can click through and evaluate the product, pricing, and delivery options, and even make purchases directly from the brand itself.
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