Amazon opens ‘Shop Direct’ feature to third-party product feeds
Amazon is making it even easier for brands and customers to directly connect on its site.
In February 2025, Amazon introduced a new shopping feature on its app called "Shop Direct," which displays select products in the retailer’s search results even if it doesn’t sell them in its store and links to the brand’s website so customers can purchase items there.
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These products show up in search results on Amazon alongside products sold directly on the site. Customers can click on the link and go to the brand’s website to evaluate the product, see pricing and delivery options, and make purchases directly from that brand or for eligible products use the Amazon Buy for Me feature that enables Amazon to agentically purchase the item on their behalf,
Now, Amazon is enabling third-party product feeds including Feedonomics, Salsify, and CEDCommerce to automatically sync their catalog, pricing, and inventory in real-time with Shop Direct. Through feeds, retailers can provide real-time product information and reach Amazon customers via traditional search results as well as the retailer’s Rufus generative AI shopping assistant.
Participating retailers’ store names are clearly displayed so customers know who they're buying from whether they choose to shop directly on a brand's website or request Amazon purchase the product on their behalf with Buy for Me.
Customers receive the brand’s order confirmation information and can track their order through Your Orders in the Buy for Me Orders tab on Amazon. The retailer receives the customer’s name, address, and manages product delivery, returns, exchanges, and customer service.
According to Amazon, additional feed syndicators and an Amazon merchant portal with a merchant-direct feed are coming soon. Shop Direct is available for all U.S. customers on Amazon.com, the Amazon Shopping app, mobile web browsers, and in the Rufus mobile assistant.
"Product feeds give merchants a streamlined way to reach Amazon customers who are searching for their products," said Amanda Doerr, VP of core shopping at Amazon, in a corporate blog post. "With feeds, merchants can easily sync their catalog, pricing, and inventory in real time and maintain their customer relationships, while the program drives meaningful traffic and sales and gives customers access to even more selection."
