Amazon is changing more than where shoppers click. In its Q3 results, Amazon sai
By Konstantin Chernyshyov · November 11, 2026 · Curated by George's Blog
Amazon is changing more than where shoppers click.
In its Q3 results, Amazon said more than 400 million customers used Alexa for Shopping over the preceding 12 months. Customer interactions grew 570% year over year.
Those numbers don’t tell us how many extra sales a brand will make. They do tell us that Amazon is investing in a different kind of shopping experience.
A customer can ask for help comparing products, track a price and, where eligible, have a purchase completed on their behalf. Shop Direct adds another piece: products sold on participating merchants’ own websites can appear in Amazon discovery.
For brand owners, the useful question isn’t whether keywords are dead. It’s how a customer finds your product, gets enough information to choose it and completes the purchase.
That means looking beyond the ad campaign: Is the product information clear? Is inventory reliable? And do the economics work when an order comes through a different path?
The shopping journey is expanding. Your strategy should account for it.