Amazon Expands Shop Direct to Include External Retailers

Amazon is scaling its Shop Direct initiative, a strategic program that enables U.S. consumers to find and purchase goods not listed in the company’s own inventory. By integrating third-party product feeds, the retail giant is effectively bridging the gap between its search ecosystem and external merchant websites.

Streamlining External Inventory

The expansion relies on new support for third-party product feeds. By connecting with platforms like Feedonomics, Salsify, and CedCommerce, Amazon gains real-time access to merchant inventory, pricing, and catalog details. This data allows the company to feature these items within standard search results and its Rufus AI shopping assistant.

This development builds upon beta tests initiated in February 2025, which were designed to offer alternatives when a specific item was unavailable through Amazon directly. Users are transparently notified when they are redirected to a merchant’s site to prevent confusion regarding the origin of the sale.

AI-Powered Purchasing

Beyond discovery, Amazon is introducing its “Buy for Me” feature to these external sites. This tool leverages an AI agent to handle the transaction process on behalf of the user. Once a customer reviews their order details—including delivery address, taxes, and shipping fees—the AI completes the checkout using the merchant’s own infrastructure.

Key aspects of this integration include:

• Centralized Tracking: Purchases made via external sites can be monitored through the standard “Your Orders” tab on Amazon.
• Dedicated Hub: A specific “Buy for Me Orders” section is available for tracking these specific transactions.
• Broad Compatibility: The program is not restricted to retailers already using the “Buy with Prime” service.

Strategic Implications

While this partnership model offers brands increased visibility and potential sales, it also provides Amazon with significant data. By observing which products and price points attract the most interest, the company can refine its own internal business strategies, identify emerging trends, and potentially recruit new partners for its ecosystem. Ultimately, the initiative helps cement Amazon’s position as the primary starting point for consumer product searches, regardless of where the final transaction occurs.

Shop Direct is currently available to U.S. customers via Amazon.com, the mobile application, and the Rufus AI assistant.