Amazon Opens Shop Direct to Third-Party Product Feeds, Letting Outside Merchants Reach Its Hundreds of Millions of Customers

Amazon is making it easier for merchants to participate in Shop Direct, its AI-powered discovery experience that surfaces products from outside its own marketplace, by integrating with third-party feed syndicators including Feedonomics, Salsify, and CEDCommerce so brands can automatically sync their catalog, pricing, and inventory in real time. Shop Direct now includes over 100 million products from more than 400,000 merchants, with tens of millions available through the “Buy for Me” agentic feature that lets Amazon complete the purchase on a customer's behalf using their saved address and payment method. The expansion gives merchants exposure to Amazon's customer base with minimal setup, while keeping the merchant relationship intact since the merchant handles delivery, returns, and customer service directly.