According to foreign media reports, Amazon is testing a change to its search mechanism that will add links to relevant brand store pages. For example, “Adidas store on Amazon” appears as an option for a brand search like “Adidas”. More importantly, brand free searches such as “men’s running shoes” also have brand store recommendations.

It’s not clear which brands participated in the test, and how Amazon recommended stores for brand-free search. For example, a search for “men’s running shoes” will show the ASICs brand, while a search for “women’s running shoes” will show Adidas.

Amazon launched the Amazon store in July 2017 as a free self-service feature, allowing sellers and suppliers to create brand stores on Amazon as a landing page. These stores can be customized, branded, and integrated. Later, in March 2018, Amazon added a section with traffic data analysis in the brand store, and in June 2018, added the option of featured transactions. Since then, Amazon has continuously optimized the brand stores and added more customized options for store page layout.

However, the brand store was not exposed. All customers who visit the brand store come from Google’s search or click on the brand name on the product page (the company recently renamed the link from, for example, “ASICs” to “visit the ASICs store”). Until recently, some brands began to use external advertising or attract traffic by using Amazon’s sponsored brands.

Although today’s features are limited, the brand store may become an important part of the brand in Amazon’s business.

Customers who want to buy asics running shoes amazon.com/asics The experience is different from searching for “Asia shoes” on Amazon. Brand stores, like their own websites, do not advertise competing brands.

No brand will give up building a website because of Amazon brand store. Customization isn’t a problem either, and most Amazon shoppers don’t know about the presence of these store pages. Although, recommending a brand store in search suggestions is not an effective way to increase traffic. Still, it means Amazon is exploring how to present a different shopping model to buyers.