亚马逊“接入”独立站，打响“流量入口”保卫战

Core Viewpoint - Amazon is testing a new shopping feature called "Shop Direct," which allows consumers to purchase products not listed on Amazon but available on independent sites, indicating a strategic shift to integrate external product offerings into its platform [4][10][18]. Group 1: Shop Direct Feature - The "Shop Direct" feature enables users to see links to independent sites when searching for products on Amazon, facilitating direct purchases from those sites [4][6]. - This feature is currently in a testing phase and is only available to a limited number of users in the U.S. [4][10]. - The introduction of "Shop Direct" is part of Amazon's strategy to enhance its product offerings and maintain its position as a primary online shopping destination amidst competition from AI-driven shopping platforms [10][28]. Group 2: Impact on Independent Sellers - Some independent sellers have reported increased sales, attributing this growth to the traffic driven by Amazon's "Shop Direct" feature [21][22]. - However, there are concerns among independent sellers that Amazon may leverage user data to compete against them in the future, potentially leading to a reliance on Amazon for traffic that could become monetized [22][23]. - Amazon has stated that the initiative aims to help sellers reach more customers, and sellers can opt out if they do not wish to participate [22][23]. Group 3: Competitive Landscape - Amazon's traditional dominance as an online shopping gateway is being challenged by AI models like ChatGPT and Gemini, which offer integrated shopping experiences without redirecting users to third-party sites [27][28]. - The "Shop Direct" feature is seen as a response to this competitive pressure, allowing Amazon to incorporate a wider range of products from independent sites into its ecosystem [10][28]. - The company is also enhancing its AI shopping assistant, Rufus, to improve user engagement and conversion rates, with a reported 60% increase in order completion when using the assistant [30][33].