Amazon just did something surprising. Instead of keeping all the traffic to itself (as usual), Amazon is now sending shoppers to your website from its shopping app. Yes, you read that right—Amazon is actively pushing customers off its platform and onto independent eCommerce stores.If you’re an eCommerce seller, this is fantastic news.
Amazon Is Giving You More Control
For years, brands have fought to drive Amazon shoppers to their own sites, where they can control pricing, customer experience, and branding. Now, Amazon is helping make that happen.
With this update, if a customer clicks on an eligible product in the Amazon app, they’ll see a “Buy on Brand” option that takes them directly to the brand’s website to complete the purchase. That means:
- No fighting for the Buy Box – You get full control over the sale.
- Lower fees – Skip Amazon’s seller fees and keep more profit.
- Better customer relationships – Own the customer data instead of leaving it with Amazon.
Before You Celebrate, Here’s What You Need to Know
Of course, this isn’t totally out of Amazon’s goodwill. The program is invite-only for now, and Amazon still takes a cut (likely through referral fees). But even with a small fee, this shift could be a game-changer for brands looking to drive traffic to their own stores instead of being locked into Amazon’s ecosystem.
How to Take Advantage of This
1️⃣ Optimize Your Site – If Amazon is sending traffic your way, make sure your website is ready to convert! A slow or clunky checkout process means lost sales.
2️⃣ Use a Shipping & Inventory System That Can Scale – More direct sales = more fulfillment work. A tool like Ordoro can help you automate shipping, track inventory across multiple sales channels, and keep everything running smoothly.
3️⃣ Leverage Retargeting – Once a shopper lands on your site, use email marketing and ads to keep them coming back. Unlike Amazon, you now own the customer data—use it wisely!
Amazon Is Now Sending Shoppers to Your Website. Is it A Win for eCommerce Sellers
Amazon sending shoppers directly to brand websites could be a turning point for independent sellers. It gives brands more control, more profit, and a direct connection with their customers—something Amazon has always kept tight control over.
If you’re a seller, now’s the time to get your site ready and take advantage of the extra traffic. And if you need a shipping and inventory solution that’s built to scale, Ordoro has your back.
Ready to streamline your eCommerce operations? Try Ordoro today!