Amazon Streamlines Direct Sales for Merchants

Amazon is making it easier for merchants to participate in Shop Direct , its program that helps customers find and buy products that are not sold in its own store.

The company now enables merchants to sync their catalog, pricing and inventory with Shop Direct by using the same product feeds they already provide to feed syndicators Feedonomics , Salsify and CedCommerce , it said in a Wednesday (March 11) press release .

This capability makes it easier for merchants to sign up for Shop Direct and reach Amazon customers, according to the release.

“Product feeds give merchants a streamlined way to reach Amazon customers who are searching for their products,” Amanda Doerr , vice president of Core Shopping at Amazon, said in the release. “With feeds, merchants can easily sync their catalog, pricing and inventory in real time and maintain their customer relationships, while the program drives meaningful traffic and sales and gives customers access to even more selection.”

Amazon launched Shop Direct in February 2025. When customers ask for a brand or product that is not currently in Amazon’s store, Shop Direct helps them buy it from another store, according to the release.

Shop Direct gives these customers the option of tapping “Shop Direct” to go to the merchant’s website or, for eligible products, tapping “Buy for Me” to have Amazon buy it on their behalf, using their primary Amazon address and credit card, per the release.

The program now includes over 100 million products from more than 400,000 merchants, and it has referred customers millions of times to the products they were looking for, the release said.

“We’ve gotten positive feedback from both customers and merchants on Shop Direct and received requests from large and small brands to participate,” Amazon said in the release.

When Amazon announced in February 2025 that it was testing the feature that later became Shop Direct, Rajiv Mehta , vice president of search and conversational shopping at Amazon, said it was part of the company’s effort to further improve selection , value and convenience.

“We’re always experimenting with new ways to make it easier for customers to find products they want and need when they search in the Amazon Shopping app,” Mehta said at the time in a press release.