Amazon, long the undisputed titan of online retail, is quietly redefining what it means to “carry” inventory. To expand its digital ecosystem, Amazon has begun beta testing a new feature that lets users discover products that aren’t sold by Amazon itself—but by the brands directly.

In a recent blog post, Amazon unveiled its “Shop brand sites directly” feature, now available to select U.S. customers on the Amazon Shopping app for both iOS and Android. At its core, the initiative seeks to bridge the gap between the extensive array of products typically showcased on Amazon and those that the company simply doesn’t stock. When a shopper searches for a particular brand or item, the app will now display a blend of products: some available from Amazon’s own store, and others sourced from external brand websites.

For everyday shoppers, the benefits are multifold. Imagine browsing for your favorite sneaker brand on the Amazon app, only to find that some exclusive models are available only on the brand’s own site. Instead of juggling multiple tabs or apps, you get a one-stop discovery experience that highlights more than just what Amazon stocks. And if the brand supports the Buy With Prime option—an integration that Amazon rolled out a couple of years ago—you can even enjoy familiar Prime benefits like free shipping, all while completing your purchase off-site.

However, the transition isn’t entirely seamless. While the added variety is a boon, some users may find the external checkout process jarring compared to the streamlined Amazon experience.

The implications of this new feature extend beyond just a better shopping experience. For years, Amazon has been synonymous with carrying an almost unimaginable selection of products. Yet, as any seasoned consumer knows, not everything you want is sold by Amazon. By incorporating items sold directly by brands, the company is subtly pivoting toward a more platform-like model—one where it serves as the primary gateway for product discovery, even if it isn’t the final point of sale.

It also raises questions about revenue models. While it remains unclear whether Amazon will receive a commission on these off-site purchases, the potential for a new revenue stream is evident. For brands, this could mean increased visibility without the logistical complexities of managing a presence on Amazon’s own platform.

For now, the “Shop brand sites directly” feature is in beta, with Amazon actively seeking feedback from its early users. The company has yet to disclose which brands are participating or the finer details of any revenue-sharing arrangements.