Amazon is expanding a program that allows customers to shop from other retailers’ websites

Amazon is expanding access to a program called Shop directly It allows US customers to discover and purchase products that are not sold in their online store.

The retail giant said Wednesday that it will now support third-party product feeds, which merchants use to provide information about their inventory, prices and catalogs to other partners. With this information, Amazon can direct shoppers to a merchant’s site via search results or its AI-powered shopping assistant, Rufus, and even allow customers to use AI to make a purchase.

The company has Additional support For third-party product feeds from Feedonomics, Salsify, and CEDCommerce, which provide Amazon with access to merchant inventory and real-time product information. More feed providers will be supported in time, and an Amazon Merchant Portal with Direct Merchant Feed is said to be coming soon.

in February 2025Amazon has begun beta testing a new shopping feature that will link to a retailer’s website when its search results don’t include the product a customer is looking for. Customers will see product information on Amazon, but can click through to the retailer’s site to learn more, check prices and view delivery options. Customers will be notified that they are leaving Amazon’s website so they won’t be confused into thinking they were purchasing from the same company.

The program is being offered to a range of brands and is not limited to partners using Buy with Prime – a method of offering payment using a customer’s saved payment information on Amazon.

While the move to be included on Amazon can certainly boost brand exposure and potential sales, it can also give Amazon insights into which brands, products, and price points are most attractive to customers. The company can use this information to improve its own business by providing data on competing products, tracking trends, identifying potential purchases with Prime partners, and more.

It could also help Amazon establish itself as a starting point for product research.

The company says it now supports Buy for mewhich has Amazon using an AI agent to complete purchases on third-party merchant sites as well.

the I have a bot handles the entire purchasing process on behalf of the customer, and the customer must simply confirm their order details on the checkout page, including delivery address, taxes, shipping fees, and payment method. Amazon’s AI then completes the checkout from the merchant’s site using the requested information.

Customers can track these orders in the same “Your Orders” tab where they track their Amazon purchases, or in a special “Orders for Me” tab.

Shop Direct is available to US customers on Amazon.com, in the Amazon mobile app, and in Amazon’s Rufus AI Assistant.