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Amazon Expands Shop Direct to Boost Third-Party E-Commerce Connectivity

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Amazon is enhancing its Shop Direct program, designed to enable U.S. customers to discover and purchase products not sold directly through Amazon's online store. The retail giant announced the expansion to include support for third-party product feeds, allowing merchants to provide inventory, pricing, and catalog details in real-time to Amazon.

  • This expansion means products can be searched and purchased via Amazon's platform and its AI shopping assistant, Rufus.
  • Amazon has partnered with Feedonomics, Salsify, and CedCommerce for real-time product feed integration.
  • Initially launched in February 2025 as a beta, this feature directs customers to merchants' websites for products Amazon does not stock, offering them a smooth transition and making it clear they are leaving Amazon to complete their purchase.
  • Users can employ Amazon's Buy for Me feature, which uses an AI agent to complete transactions on third-party sites, tracking these orders within Amazon's interface.
  • The program is available on Amazon.com, the Amazon mobile app, and through the Rufus AI assistant.
  • This initiative aims to increase brand exposure and sales while potentially enhancing Amazon's data insights into consumer preferences and business opportunities.