Amazon expands a program that lets customers shop from other retailers’ sites

Amazon is expanding entree to a programme called Shop Direct that lets U.S. customers observe and bargain products not sold successful its ain online store.

The retail elephantine connected Wednesday said it volition present enactment third-party merchandise feeds, which merchants usage to supply accusation astir their inventory, pricing, and catalog to different partners. With this information, Amazon tin nonstop shoppers to a merchant’s website via its hunt results oregon its AI buying assistant, Rufus, and adjacent fto customers usage AI to marque a purchase.

The institution has added support for third-party merchandise feeds from Feedonomics, Salsify, and CEDCommerce, which supply Amazon entree to merchants’ inventory and merchandise accusation successful existent time. More provender providers volition beryllium supported successful time, and an Amazon merchant portal with a merchant-direct provender is said to beryllium coming soon.

In February 2025, Amazon began beta investigating a caller buying diagnostic that would nexus to a retailer’s website erstwhile its ain hunt results didn’t see the merchandise the lawsuit was seeking. Customers would spot the merchandise accusation connected Amazon, but could click done to the retailer’s tract to larn more, cheque pricing, and presumption transportation options. Customers would beryllium notified that they were leaving Amazon’s website truthful they wouldn’t beryllium confused into reasoning they were buying from the institution itself.

Image Credits:Amazon

The programme was being offered to a scope of brands and wasn’t constricted to partners utilizing Buy with Prime — a mode to connection checkout utilizing a customer’s saved outgo accusation connected Amazon.

While the determination to beryllium included connected Amazon could surely boost a brand’s vulnerability and imaginable sales, it could besides springiness Amazon insights into which brands, products and terms points are astir appealing to customers. The institution could usage this accusation to amended its ain concern by providing information connected competing products, tracking trends, identifying imaginable Buy with Prime partners and more.

It could besides assistance Amazon solidify itself arsenic the starting constituent for merchandise search.

Image Credits:Amazon

The institution says it present supports Buy for Me, which has Amazon usage an AI cause to implicit purchases, connected third-party merchant sites arsenic well.

The AI bot handles the full acquisition process connected the customer’s behalf, and the lawsuit simply has to corroborate their bid details connected the checkout page, including their transportation address, taxes, shipping fees, and outgo method. Amazon’s AI past completes the checkout from the merchant’s website utilizing the required information.

Customers tin way these orders successful the aforesaid “Your Orders” tab wherever they way their Amazon purchases, oregon successful a peculiar “Buy for Me Orders” tab.

Shop Direct is unrecorded for U.S. customers connected Amazon.com, successful the Amazon mobile app, and successful Amazon’s Rufus AI assistant.