Jeffrey P. Bezos | Executive Chair & founder of Amazon.com | Amazon website
Amazon is expanding its product selection and enhancing the shopping experience for its customers. The company offers hundreds of millions of products, including 300 million items available with fast, free Prime delivery across more than 35 categories such as home, apparel, beauty, grocery, and everyday essentials.
In the past year, Amazon has increased its product range by millions of items at various price points. This includes luxury designers and everyday essentials. Notable introductions include premium brands like Clinique, Estée Lauder, Oura Rings, Armani Beauty, kate spade new york, Kiehl’s, and Dolce & Gabbana Beauty. Additionally, Amazon launched new shopping experiences like Amazon Haul for ultra low-priced products.
Continuing its mission to enhance customer convenience with a wide selection and low prices, Amazon is testing a new shopping experience in beta. This feature will display select products in search results even if they are not sold on Amazon's platform. Customers can click on these links to visit the brand's website directly to evaluate the product and make purchases.
Rajiv Mehta, Amazon’s VP of search and conversational shopping stated: “We’re continuously working to expand selection and make shopping even more convenient for customers.” He added that they are "testing bringing more selection and brands into our search results to help customers find even more of what they want and further improve our shopping experience for customers.”
This new experience is currently available for a subset of U.S. customers using the Amazon Shopping app on iOS and Android devices. The company plans to roll it out to more U.S. customers based on feedback received.
The introduction of Rufus, an AI-powered shopping assistant now available in the Amazon Shopping app for U.S. customers aims to assist users in making informed decisions by providing a streamlined product discovery process both within Amazon's store and across the web.