Feedonomics is an official feed partner for Amazon’s Shop Direct, driving discovery for brands outside the marketplace.

Amazon just made it easier for merchants to reach hundreds of millions of shoppers while keeping checkout on their own site, and Feedonomics is one of a select few feed partners that can make it happen.

Amazon has announced that merchants can now connect to Shop Direct, its AI-powered shopping experience, through third-party product feed providers, including Feedonomics. If you're already a U.S-based Feedonomics customer that hasn’t started selling on Amazon, this is a new avenue to consider when expanding your reach.

What is Amazon Shop Direct?

Launched last year, Shop Direct enables Amazon customers to discover and purchase products that are not sold in Amazon’s store. When a customer searches for a product or brand, they may see items labeled “Shop Direct” with the option to either:

• Visit the merchant’s website to complete the purchase, or

• Soon, use Amazon’s AI-powered “Buy for Me” experience, where agentic AI completes the purchase on the merchant’s site on the customer’s behalf

Shop Direct already includes more than 100 million products from over 400,000 merchants, with tens of millions of those products available through Buy for Me, in addition to referring customers millions of times to products from ecommerce stores across the web.

Currently, merchants do not pay referral fees on any “Buy for Me” purchases. They benefit from the exposure to Amazon’s massive audience, while Amazon continues to provide a more comprehensive shopping experience to high-intent users around the world.

Until now, merchants had limited control over how they showed up in Amazon’s Shop Direct results.

The big change: merchants can now use Feedonomics to sync catalog, pricing, and inventory data in real time with Shop Direct. 

Why this is a big deal for Feedonomics merchants

The key word here is feeds. Merchants can use the same Feedonomics integration that powers their advertising and marketplace channels to automatically sync their catalog, pricing, and inventory data with Shop Direct. That means:

• Up-to-date syncing: Pricing, inventory, and catalog updates flow automatically, keeping your Shop Direct listings accurate.

• Massive incremental reach: Your products can appear in front of Amazon's hundreds of millions of customers who are actively searching and ready to buy — without requiring you to become an Amazon seller.

• You keep the customer relationship: Customers find your products through Amazon, but you remain the merchant of record. You handle fulfillment, returns, and customer service your way.

• AI-powered discovery: Your products become eligible to appear not just in traditional Amazon search results, but also through Rufus, Amazon's AI shopping assistant, putting your brand in front of shoppers at the moment of intent. For Feedonomics customers, the opportunity is not about joining another marketplace; it’s about driving discoverability by extending high-quality product data into AI-driven environments.

How to get started

Getting connected to Amazon Shop Direct through Feedonomics is straightforward. Reach out to your Feedonomics account representative to get the conversation started and learn how to activate Shop Direct as a new feed destination. While eligibility is expected to evolve over time, the program is currently limited to U.S. merchants. 

You can also visit the Amazon Shop Direct merchant page to learn more about the program and how to maximize your brand's presence. Buy for Me is not yet offered through this feed-powered beta release.

The final word

This is one of the most interesting evolutions in new distribution channels to emerge for ecommerce merchants in recent years, and Feedonomics customers are positioned to take advantage of it from day one. 

Without feed-powered product listings, merchants have limited control over how they appear in Shop Direct search results. By sending a feed directly to Amazon Shop Direct, merchants are able to optimize their listings for better search relevancy and conversions, while still curating the customer experience on their own sites.

It is important to note that this initiative is currently in a beta phase; program guidelines, merchant/product eligibility, and required actions remain dynamic and are subject to change by Amazon at any time.

Questions? Contact your Feedonomics account rep today to get started.