Amazon is testing a change to its search suggestions that links to the related brand’s store page. Branded searches like “adidas” have “adidas store on amazon” as an option. Crucially, unbranded searches like “men’s running shoes” also have a suggested brand store.

While limited in functionality today, brand stores could become a more significant part of brands’ Amazon presence. A core pillar of Tmall by Alibaba is Flagship Stores, which are more customizable and thus powerful versions of the Amazon equivalent. On Tmall, each brand has a separate fully-featured website, for example, asics.tmall.com, while also being discoverable through the global search on tmall.com.