Amazon Expands A Program That Lets Customers Shop From Other Retailers’ Sites
Amazon's Shop Direct program now supports third-party product feeds letting U.S. shoppers buy from outside retailers via search and AI assistant Rufus
Matilda
Amazon Expands A Program That Lets Customers Shop From Other Retailers’ Sites
Amazon Shop Direct: Now Letting You Buy From Other Retailers Amazon just quietly changed how millions of Americans shop online — and most people haven't noticed yet. The retail giant is expanding Shop Direct, a program that lets U.S. customers discover and purchase products from outside Amazon's own store, directly through its search results and AI shopping assistant, Rufus. If you've ever searched for something on Amazon and come up empty, this update was built for you. What Is Amazon's Shop Direct Program — And Why Does It Matter?
For years, Amazon's biggest limitation was simple: if it wasn't sold on Amazon, you couldn't find it on Amazon. That's changing fast. Shop Direct is Amazon's answer to the growing number of shoppers who start their product search on its platform but eventually end up buying elsewhere. Instead of losing those customers entirely, Amazon now acts as a bridge — surfacing products from third-party retailer websites right inside …