Amazon is beta-testing a new feature in its shopping app, where it will start showing products in search results even if it doesn't have them available in the inventory it controls.

According to a blog post from the company, tapping the "see more" option on items Amazon doesn't sell in its app will show shoppers more results from that brand. If they then click into one of those products, they will be redirected to the brand's own website, where customers can purchase the item directly from the source. For any brand that has the e-commerce giant's "Buy with Prime" service enabled, shoppers will be able to use their Prime subscription benefits when they purchase directly from the external website. 

“We’re testing bringing more selection and brands into our search results to help customers find even more of what they want and further improve our shopping experience for customers," said Rajiv Mehta, Amazon's vice president of search and conversational shopping. 

Currently, the feature is only live for a small portion of U.S. customers in the Amazon Shopping app on iOS and Android, with the company planning to gradually roll it out to more people as it gathers feedback on the beta test.