Amazon Expands Shop Direct Program with Three New Feed Partners

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3.19.2026

Quick Facts

Amazon added three feed partners – Feedonomics, Salsify, and CedCommerce – to its Shop Direct program
The program now includes over 100 million products from more than 400,000 merchants
Merchants can maintain customer relationships and data while reaching Amazon’s audience

Amazon expanded its Shop Direct program Wednesday by adding support for third-party product feeds from Feedonomics, Salsify, and CedCommerce. The move lets merchants without an Amazon presence connect their product catalogs to reach customers searching on Amazon.com.

Shop Direct allows U.S. customers to discover and buy products not sold in Amazon’s own store. When customers search for items Amazon doesn’t carry, they see product information but click through to the retailer’s site to complete purchases.

The program has grown rapidly since launch. It now includes over 100 million products from more than 400,000 merchants. Amazon’s AI-powered Buy for Me feature, which can purchase items for customers, expanded from 65,000 products at launch to over 500,000 by November 2025.

“Product feeds give merchants a streamlined way to reach Amazon customers who are searching for their products,” said Amanda Doerr, vice president of Core Shopping at Amazon. “With feeds, merchants can easily sync their catalog, pricing, and inventory in real time and maintain their customer relationships.”

The expansion serves Amazon’s broader AI strategy. Shop Direct provides Amazon’s Rufus assistant with real-time inventory data across the internet, not just Amazon’s marketplace. “Our goal with Rufus is to make it the world’s best shopping assistant,” Doerr said. “Customers expect these AI shopping assistants to have knowledge of the world’s inventory.”

Amazon plans to launch a self-service portal in coming weeks for merchants who don’t use feed aggregators. The company says it’s focused on building comprehensive product knowledge before monetizing the service.

For merchants, Shop Direct offers benefits traditional Amazon selling doesn’t. They keep customer relationships and data, can offer exclusive products, and avoid Amazon’s typical pricing pressures. But industry experts warn the program gives Amazon competitive intelligence on merchant performance and trends.

“This is one of the most efficient competitive intelligence plays in retail history,” said Joe Nilsen, founder of MajesticIQ. “Merchants are plugging in the cables themselves.”