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Amazon Expands Shop Direct to Turn Offsite Shopping Into Amazon Data

By Dr. Graph | Updated on Apr 8, 2026 | catalyst

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Amazon is expanding Shop Direct so U.S. shoppers can discover and buy products from other retailers through Amazon search and Rufus, while Amazon can route AI-driven commerce and collect richer offsite product and price data.

Shop Direct Expansion Makes Amazon Search and Rufus a Retailer Checkout Channel

Amazon is now supporting third-party product feeds for Shop Direct, using merchant inventory, pricing, and catalog data to help customers find items not sold in Amazon’s own store via Amazon search results and Rufus, and then click through to merchant sites to complete purchases [1].

Financially, this deepens Amazon’s monetization pathway without needing to warehouse inventory, because discovery and AI assistance sit upstream of merchant fulfillment, while Amazon still benefits from higher engagement on its ecosystem (search, assistant, and purchase confirmation flows) [1].

Feed Providers and Buy for Me Extend Amazon’s Control Over Discovery, Data, and Conversion

Amazon added third-party feed support through Feedonomics, Salsify, and CEDCommerce, and it also states it now supports “Buy for Me” on third-party merchant sites, where an AI agent completes the purchase after the customer confirms delivery address, taxes, shipping fees, and payment method [1].

That matters versus competitors because it strengthens Amazon’s position as the front door to online shopping, using more complete product catalog signals to reduce dead ends in Amazon search, and using AI-assisted checkout workflows to convert shoppers who might otherwise leave for rivals like Walmart or Target [1].

Timing: Live in U.S. on Amazon.com, App, and Rufus, With Early Tests to Scale

Shop Direct is already live for U.S. customers on Amazon.com, the Amazon mobile app, and in Rufus, and the underlying approach traces to a February 2025 beta that linked to retailer websites when Amazon’s own search results lacked the sought item [1].

If Amazon expands feed coverage beyond the initial providers and rolls out a merchant portal with merchant-direct feeds as described, it could increase the long-tail breadth of products available through Rufus and improve offsite conversion, while also generating detailed competitive signals on brands, price points, and customer preferences [1].

Sources

Disclaimer: This report is for informational purposes only and does not constitute financial or investment advice. Always conduct your own research or consult a qualified professional before investing. Past performance is not indicative of future results.

Frequently Asked Questions

What changed in Amazon’s Shop Direct program?
Amazon says Shop Direct now supports third-party product feeds so U.S. customers can discover and buy products not sold in Amazon’s own store via Amazon search and Rufus, then click through to merchant websites to complete purchases [1].
How does Amazon’s expansion affect the “Buy for Me” experience for third-party sites?
Amazon states it now supports “Buy for Me” on third-party merchant sites, where an AI agent completes the purchase on the merchant site after the customer confirms order details on the checkout page, including delivery address, taxes, shipping fees, and payment method [1].
Which feed providers does Amazon say it added for Shop Direct?
Amazon lists Feedonomics, Salsify, and CEDCommerce as added feed providers for Shop Direct third-party product feeds [1].
Where is Shop Direct available after this expansion?
Amazon says Shop Direct is live for U.S. customers on Amazon.com, in the Amazon mobile app, and in the Rufus AI assistant [1].

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