Amazon is expanding its Shop Direct program, allowing customers in the United States to discover and purchase products from external merchant websites through Amazon’s search results and AI shopping assistant Rufus. The initiative aims to broaden product availability beyond items listed directly on Amazon’s marketplace.
The company now supports third-party product feeds from providers such as Feedonomics, Salsify, and CEDCommerce. These integrations supply real-time inventory and pricing data, enabling Amazon to display product information and direct users to merchant websites for purchasing.
Amazon also expanded its “Buy for Me” capability, which allows an AI agent to complete purchases on third-party websites on behalf of customers. Users confirm order details such as shipping, taxes, and payment before the AI finishes the checkout process. Orders are then tracked through Amazon’s existing order management interface.
The Shop Direct feature is available on Amazon.com, in the company’s mobile app, and through the Rufus AI assistant as Amazon seeks to strengthen its role as a starting point for online product search and AI-driven commerce.
