economy
March 11, 2026
Amazon expands a program that lets customers shop from other retailers' sites
The changes allow more merchants to participate in Amazon's Shop Direct program, which sends Amazon customers to other retailers' websites.
TL;DR
- Amazon's Shop Direct program now supports third-party product feeds from providers like Feedonomics, Salsify, and CEDCommerce.
- Customers can discover and purchase products from retailers' websites directly through Amazon's search results or AI shopping assistant, Rufus.
- Amazon's AI, Buy for Me, can now complete purchases on third-party merchant sites on behalf of the customer.
- Customers can track external orders within their Amazon "Your Orders" tab or a dedicated "Buy for Me Orders" tab.
- This expansion could provide Amazon with valuable insights into consumer preferences and trends, potentially improving its own business operations and identifying Buy with Prime partners.
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