As it hosts more retailers, Amazon faces site search challenge

As Amazon.com hosts and channels more sales for other retailers, it faces a growing challenge of providing an effective site search, Neil Stern, a partner with Chicago-based retail consulting firm McMillan/Doolitte tells InternetRetailer.com.

"It’s certainly an issue for them," Stern says. "It’s been a source of complaints."

Amazon is currently working with Lands’ End to test the sale of apparel through Amazon, a move also being contemplated by Gap Inc. and Nordstrom Inc., according to reports. Amazon already provides online sales for Target Corp. and Toys R Us Inc.

But as it has expanded its number of partnerships with retailers, it has yet to show a new approach to site search that will assure that shoppers can find what they want regardless of which store brand they’re looking to buy from. "As the site expands, the search mechanism has to get more sophisticated," Stern says.

Amazon declines to comment.