If your site has identical or vastly similar content that's accessible through multiple URLs, this format provides you with more control over the URL returned in search results. It also helps to make sure that properties such as link popularity are consolidated to your preferred version.
This is welcome news for many webmasters who have created complex workarounds for their duplicate content issues related to normal issues like the slight variations of a URL based on tracking parameters, sort format, etc. This will certainly make our lives easier if and when we make the decision to give preference to our native site URLs over our Partner Store URLs.
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