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].

亚马逊正在测试一项新的购物功能——"Shop Direct"（直接购买）。该功能旨在帮助消费者购买到"在亚马逊站内暂未上架、但独立站有售"的商品。 当用户在搜索某个"产品"或"品牌"时，亚马逊的搜索结果页除了展示站内的产品列表之外，还会展示"对应产品或品牌"的独立站入口。只要用户点击并确 认，就会被引导至对应的第三方独立站网站完成交易。目前，该功能处于测试阶段，仅对部分美国用户开放。 当用户点击"Shop Direct"按钮并确认后，页面跳转至Anker的品牌独立站。接着，用户后续的浏览、下单与支付等动作，均在Anker的独立站内完成。 这无疑是一个关键的变化。 在AI电商蓬勃发展的当下，ChatGPT、谷歌 Gemini 等大模型，联合Shopify（独立站）、沃尔玛、Esty等电商平台，向消费者提供了一站式的"AI购物入 口"，使亚马逊作为"线上购物大入口"地位遭到了挑战。 ChatGPT、Gemini在电商战场上的"子弹"，主要来自于Shopify（独立站）、沃尔玛、Esty等第三方渠道提供的"弹药库"。亚马逊自身拥有庞大的"弹药 库"，但面对ChatGPT、Gemini的咄咄攻势，亚马逊也需要"向外求 ...