Amazon has expanded its Shop Direct program to support third-party product feeds from Feedonomics, Salsify and CEDCommerce, giving U.S. customers real-time access to merchant inventory, pricing and catalog data. Shoppers can view product information on Amazon and click through to merchant websites via search results or the Rufus AI shopping assistant.

The Buy for Me feature, which uses an AI agent to complete purchases on behalf of customers, is now available on participating third-party merchant sites. Customers confirm order details, including delivery address, taxes and payment method, and track those orders in their regular Amazon account interface.

Amazon plans to launch a merchant-directed feed portal that will allow brands to submit catalogs directly and gain streamlined access to the Shop Direct network. Additional feed providers will be added over time to broaden merchant participation and improve integration.

By directing shoppers to external retailer sites and collecting comprehensive product data across partner inventories, Amazon gains valuable insights into consumer preferences, price points and trending brands. This intelligence can inform its own product strategies and reinforce Amazon’s position as the primary entry point for online shopping.