After CEO Jeff Bezos' 100 million Prime member reveal on Wednesday, Amazon hopes to add to that number with an international focus.
Thanks to a new “International Shopping” feature on the Amazon Shopping App, customers from various locations around the world can now shop for approximately 45 million products from the online giant's U.S. store.
“We are always innovating on behalf of our customers, and with today's launch, we are making the shopping experience on mobile devices even better and more convenient for our customers who live outside the US,” said Amazon's VP of Amazon Exports and Expansion Samir Kumar on Tuesday. “The International Shopping experience solves this customer need and makes it simple to browse, shop, and ship…”
Through the mobile app platforms on Android and iOS devices, customers from over 100 countries will be able to join the 1-Click Order world. They can choose from five languages: English, Spanish, Simplified Chinese, German, and Brazilian Portuguese, and pay with 25 different currency types.
The ease and efficiency of the global purchase focus is part of Amazon's plan to grow continued sales overseas. International customers simply have to download the app and they will be integrated into the International Shopping experience, with their location automatically determined by their mobile device. If they already have the app on their phones, then they can select the appropriate selection in “Country & Language” settings to determine what is available to be shipped to their respective countries.
Anyone who has shopped while abroad or ordered online from a brand not located in the U.S. knows how frustrating the details of international purchasing can become. Amazon has anticipated these challenges and will include information such as pricing, shipping costs, and import duty estimates for customers to include in their payment estimates. The company will also be working closely with global delivery services so that packages will not be held up in customs and delay arrival.
Interestingly, the International Shopping feature is only available at this time on mobile browsers and apps. Amazon's push to target more global e-commerce sales may explain the decision, as international customers shopping on mobile platforms before the feature launch were most frustrated by the numerous website navigational steps needed to determine global availability of items to their home country.
Amazon has made a great effort to infiltrate the global market with its tech and digital products as well. The Prime video streaming service is now available in 200 countries, along with a Fire TV stick made exclusively for international customers. The popular home assistant Echo is now sharing the voice of Alexa and her assistance in 28 countries.
Overall, Amazon's goal with the International Shopping experience is a simultaneous approach to the American and global marketplace. By allowing worldwide customer to purchase products from the U.S. store, the company is in a comfortable position to increase sales in domestic and international markets while further solidifying one of its four principles of business: long-term thinking.