Amazon sells nearly every single product you could ever need, want, or imagine -- across every category, from produce to electronics. As a result, when looking for a product, many people just type into Amazon what they are looking for and forgo the traditional search engine route. Now, Amazon is adding a new feature that will make searching for products on the site more enticing. 

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This week, Amazonannounced via a blog post that it will soon display products in its search results, even if the products aren't sold on its website. Rather, it will redirect users to the brand's website so that they can complete their transactions there. 

The experience, being introduced as a beta on the Amazon app for a subset of US customers, is meant to help connect Amazon customers to what they are looking for, even if it's something not sold on the e-commerce giant's store.

"We're always experimenting with new ways to make it easier for customers to find products they want and need when they search in the Amazon Shopping app," said Rajiv Mehta, Amazon's VP of search and conversational shopping. 

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When clicking on a product available only on a brand's site, users will be notified that they are about to leave Amazon; a button pop-up tells them to "Continue to site." Soon, Amazon shares it will roll out the feature to more customers and more brands. 

While Amazon does not explicitly mention this in its blog post, this feature is likely monetized through referral commissions for each redirection to a brand's site, similar to Google Shopping's model. This feature could present serious competition for Google Shopping, as regular Amazon shoppers might find it easier to just do all their shopping straight from the app. 

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