Amazon lets brands take their customers offsite

Amazon has announced new ways for those selling their own branded products to reach shoppers in its marketplace — and it’s even allowing them to transact at their own off-Amazon stores. There is a catch, of course – sellers must use Buy with Prime on their sites.

With new features offered by Amazon Sponsored Brands ads and new “Amazon Buy with Prime stores” pages, brands can reach relevant shoppers on Amazon and direct them to their own DTC sites, the company explained. Both solutions are now available in an invite-only beta.

Benjamin Hartman, vice president of Amazon North America Selling Partner Services, said, “Brands are able to quickly acquire new customers in the Amazon store, but they have expressed the need for improved tools to increase value life. customer. These enhancements help unlock the value of remarketing as we reinforce our commitment to helping sellers reach the right customer, at the right time.

8fig, a service provider that helps Amazon sellers, tweeted excitedly from the conference about another new capability that allows brands to integrate with Alexa: “Client requested to remove animal fur from company, Alexa mentions your brand, bada bing bada boom”

Amazon explained the integration in a Wednesday blog post. “The feature is called Customers Ask Alexa, and it works like this: When customers ask Alexa questions, including queries related to product features or compatibilities, Alexa responds with helpful answers provided by brands in these product categories.”

Amazon released two press releases explaining all the new features announced during Amazon Accelerate:

  • “Amazon introduces marketing solutions to help sellers using Buy with Prime attract Amazon shoppers and increase sales” (link to press release)
  • “Amazon is launching free email marketing features to help sellers reach their regular, recent, and high-spending Amazon customers” (link to press release)

Peter Larsen, Vice President of Amazon’s Buy with Prime, summed up Amazon’s focus on branded sellers: “Online direct-to-consumer sellers struggle with two key issues: driving traffic and converting With the launch of Buy with Prime, sellers began to increase conversion by offering shopping benefits that millions of Prime members love and trust, including fast, free shipping and a checkout experience. Now we’re taking the next step by testing marketing solutions to help Buy with Prime sellers drive more engaged buyers to their sites.

Sellers can register to virtually attend day 2 of the conference on the website.

Ina Steiner

Ina Steiner
Ina Steiner is co-founder and editor of EcommerceBytes and has been reporting on e-commerce since 1999. She is a widely cited authority on marketplace selling and is the author of “Turn eBay Data Into Dollars” ( McGraw-Hill 2006). His blog was featured in the book “Blogging Heroes” (Wiley 2008). She is a member of the Online News Association (September 2005 – present) and Investigative Journalists and Editors (March 2006 – present). Follow her on Twitter at @ecommercebytes and send topical tips to [email protected] See disclosure at

Amanda J. Marsh