WORLDEF ISTANBUL 2026 - Upcoming Event

Register Now

Amazon Tests New Shopping Feature Showing Products From Brand Websites

User browsing products on the Amazon Shopping mobile app

Amazon is experimenting with a new feature that allows shoppers to discover products from external brand websites directly within the Amazon Shopping app.

In a blog post published on February 11, 2025, the company announced it is testing a beta program that displays selected products from other brands’ websites in search results for a limited group of U.S. customers.

Amazon Expands Shopping Experience Beyond Its Marketplace

Under the new feature, users searching in the Amazon app may see products that are not sold directly through Amazon’s marketplace. When a customer taps on one of these items, they receive a notification informing them that they are leaving Amazon and will be redirected to the brand’s official website to review pricing, shipping options and complete the purchase.

Amazon said the experiment is designed to improve product discovery and give customers access to a broader selection beyond the products currently available on its platform.

Amazon Marketplace Already Offers Hundreds of Millions of Products

The company already offers hundreds of millions of items on its marketplace, including more than 300 million products eligible for fast and free Prime delivery across over 35 product categories.

This large product catalog has helped Amazon remain one of the most dominant global ecommerce marketplaces.

Buy with Prime Still Offers Benefits for Members

In cases where brands support Buy with Prime, Amazon Prime members may still benefit from familiar services such as fast delivery, simple returns and 24/7 customer support when purchasing directly from the brand’s website.

This allows customers to enjoy many of the same advantages they receive when buying products directly from Amazon.

Amazon Plans to Expand the Beta Program

Rajiv Mehta, Amazon’s Vice President of Search and Conversational Shopping, said the company continues to explore new ways to improve convenience and expand product selection for shoppers.

The beta test is currently available to a subset of U.S. users on both iOS and Android, and Amazon said it plans to expand the feature to more customers and brands based on feedback from the trial.

The move reflects Amazon’s broader strategy to make its app a more comprehensive shopping discovery platform, even when purchases ultimately take place on external brand websites.

Source:
Amazon

For more insights on global ecommerce trends and digital commerce innovation, explore more stories on the WORLDEF.

Code Error at Amazon Causes Disruption in E-Commerce Infrastructure

Amazon

During a meeting held by Amazon engineers, code written for testing purposes accidentally affected the live system and caused disruptions in some e-commerce services.

It was stated that some of the outages were linked to Amazon’s artificial intelligence coding assistant Q. Following the outage, a 90-day code security reset was initiated across critical engineering systems. The disruption was detected and resolved in a short time. However, the incident once again demonstrated that even a small code change on large-scale e-commerce platforms can affect millions of users.

Amazon is preparing to launch a comprehensive internal review regarding artificial intelligence–assisted software development processes and potential system outages that have recently come to the agenda. The company’s engineering teams and senior executives are planning a series of meetings, particularly to address the impact of AI-assisted code generation on system security and operational continuity.

Code Generation Tools Are Increasing at Amazon

In recent years, Amazon has rapidly increased the use of artificial intelligence–based code generation tools in its software development processes. While these tools help developers write code more quickly, some experts point out that automatically generated code could pose risks if it is integrated into live systems without sufficient testing.

At the center of the discussions are certain technical outages experienced within Amazon’s infrastructure and the question of whether these outages are related to AI-assisted development processes. During internal meetings, engineers are expected to examine the possible causes of system disruptions in detail and conduct evaluations particularly on testing processes, code verification mechanisms, and the security of automation tools.

Millions of Sellers and Hundreds of Millions of Customers in the E-Commerce Infrastructure

Amazon’s technology infrastructure supports a massive e-commerce ecosystem that serves millions of sellers and hundreds of millions of customers. For this reason, even a small software error can create impacts on a global scale. Therefore, the company aims to establish stronger control mechanisms and security layers in artificial intelligence–assisted software development processes.

According to experts, although code generation with artificial intelligence accelerates software development processes, human oversight, comprehensive testing procedures, and secure deployment policies remain critically important. It is stated that the evaluation process initiated by Amazon could serve as an important reference for how AI-assisted software development practices should be managed across the technology sector.

Amazon: It Was Not Caused by Code Written by AI

Amazon stated that some claims reported in the media do not fully reflect the reality and said that the comments suggesting the outages were caused by code written by artificial intelligence are not correct. The company emphasized that it continuously improves infrastructure security and system resilience and that its engineering teams regularly review system performance.