Amazon is piloting a novel feature that showcases products the online retail giant does ... Rajiv Mehta, Amazon’s Vice President of search and conversational shopping, spearheads this initiative.

The Amazon "Buy with Prime" program enables U.S.-based Prime members to directly shop online stores beyond Amazon ... they want and need when they search in the Amazon Shopping app," said Mehta.

For years, Amazon has been stealing search share from Google. Now the company is doubling down on its reputation as the best place to start any online shopping journey with a new feature that will ...